Midnight Moment: Alfredo Jaar, A Logo for America, 1987/2014; August 1-31, 2014; 11:57-midnight, every night. Times Square Advertising Coalition (TSAC) and Times Square Arts. Photograph by Ka-Man Tse for @TSqArts.
Alfredo Jaar, A Logo for America
August 1-31, 2014; every night from 11:57pm-midnight
The Times Square Advertising Coalition (TSAC) and Times Square Arts, in collaboration with the Solomon R. Guggenheim Museum, present a reenactment of Alfredo Jaar’s iconic 1987 intervention in Times Square, A Logo for America. This Midnight Moment will premiere just before midnight on Friday, August 1st, and play every night throughout the month from 11:57 p.m. to midnight on 15 signs and 45 screens in Times Square. The video work was recently acquired by the Museum as part of the Guggenheim UBS MAP Global Art Initiative and is presented in conjunction with the exhibition Under the Same Sun: Art from Latin America Today, on view at the Guggenheim Museum through October 1, 2014.
Amidst Times Square’s context of advertising and commercial culture, Alfredo Jaar’s animation A Logo for America displays the statement “This is not America” emblazoned across the outline of the United States. Through an apparently contradictory juxtaposition, the work challenges the fact that the word “America” is routinely but erroneously applied to just one part of the American continent. Originally displayed in 1987 on the Spectacolor Sign in Times Square, the 2014 reiteration of this intervention points out that, almost 30 years later, the representation of an entire continent is still monopolized by the same, single country.
Midnight Moment: Alfredo Jaar, A Logo for America, 1987/2014; August 1-31, 2014; 11:57pm-midnight, every night. Times Square Advertising Coalition (TSAC) and Times Square Arts. Photograph by Ka-Man Tse for @TSqArts.
Midnight Mometn: Alfredo Jaar, A Logo for America, 1987/2014; August 1-31, 2014; 11:57pm-midnight, every night. Times Square Advertising Coalition (TSAC) and Times Square Arts. Photograph by Ka-Man Tse for @TSqArts.
Alfredo Jaar, A Logo for America, 1987/2014; Color video, silent, 37.5 sec.; Edition 2/6, original animation commissioned by The Public Art Fund for Spectacolor Sign, Times Square, New York, April 1987; Solomon R. Guggenheim Museum, New York; Guggenheim UBS MAP Pruchase Fund, acquisition in process.
For more photos, click here.
Midnight Moment is the largest coordinated effort in history by the sign operators in Times Square to display synchronized, cutting-edge creative content on electronic billboards and newspaper kiosks throughout Times Square every night. The program premiered in May 2012 and is organized and supported by the Times Square Advertising Coalition in partnership with Times Square Arts, the public art program for the Times Square Alliance, with additional partners of participating sign holders and artists. Each night, Times Square becomes a digital art gallery through dazzling visuals on select billboards and newsstands. Every show begins at 11:57 p.m. with a "countdown" that signals the start of the three minute nightly presentation. Past artists featured in the program include Isaac Julien; Robert Wilson; Tracey Emin; Seoungho Cho; Vicki DaSilva, Surabhi Saraf, and Elly Cho; Erika Janunger; Takeshi Murata; Bel Borba with Burt Sun and André Costantini; Zach Nader; Brian Gonzalez (aka Taxiplasm); Björk; JR; Ryan McGinley; Jack Goldstein; Nature Theater of Oklahoma; Ezra Wube; Laleh Khorramian; Brian Dailey; Leslie Thornton; and Yoko Ono.
Times Square Advertising Coalition
Times Square Advertising Coalition (TSAC) is a trade association comprised of major advertisers, retailers, real estate firms, media companies and other businesses involved in the outdoor sign industry in Times Square, along with organizations representing Broadway and the community. Members of TSAC include: ABC Regional Sports & Entertainment Sales, Clear Channel Spectacolor, Daktronics, D3 LED, Digital Domination, Hines Management, Jamestown One Times Square, Lamar Advertising Company, Landmark Sign & Electric, Metro Media Technologies, Newmark Knight Frank, North Shore Neon, P.R.omotion!, Sherwood Outdoor, SL Green, Times Square Alliance, The WOW Factor and Thomson Reuters
About Alfredo Jaar
Alfredo Jaar was born in Santiago, Chile, in 1956. He studied architecture and filmmaking at the Instituto Chileno-Norteamericano de Cultura (1979), and Universidad de Chile, Santiago (1981). Select solo exhibitions include the Brooklyn Museum, New York (1989); Hirschhorn Museum and Sculpture Garden, Washington, D.C. (1991); New Museum of Contemporary Art, New York (1992); Museum of Fine Arts, Houston (2005) and Museum of Contemporary Art Kiasma in Helsinki (2014). A major retrospective of his work took place in 2012 in Berlin at NGBK and Alte Nationalgalerie. His work has been included in the Venice Biennale (1986, 2007, 2009 and 2013, the last time as Chile’s representative); Sao Paulo Biennial (1985, 1987, and 2010); Istanbul Biennial (1995); and Gwangju Biennial (1995 and 2000). He was awarded a Guggenheim Fellowship in 1985, a MacArthur Fellowship in 2000 and Chile’s Premio Nacional de Arte in 2013. Jaar lives and works in New York. www.alfredojaar.net
About the Guggenheim UBS MAP Global Art Intiative
The Guggenheim UBS MAP Global Art Initiative is a multi-year collaboration between the Solomon R. Guggenheim Foundation and UBS that charts contemporary art practice in three geographic regions—South and Southeast Asia, Latin America, and the Middle East and North Africa—and encompasses curatorial residencies, international touring exhibitions, audience-driven education programming, and acquisitions for the Guggenheim’s permanent collection. Guggenheim.org/MAP. Follow us on Twitter @Guggenheim, #GuggUBSMAP and Facebook at facebook.com/guggenheimmuseum.