American artist Jenny Holzer (b. 1950) is one of the most significant artists of our time. She has held exhibitions and presented art projects worldwide and won many awards, including the Golden Lion at the Venice Biennale (1990). The Fondation Beyeler is presenting her first large exhibition in a Swiss museum. Incorporating texts she has written since the late 1970s, the show comprises important objects from various phases of Holzer’s career since the 1980s. The focus is on recent works, some of which have never before been shown in Europe. On view are paintings and sculptures, as well as her famous LED installations, containing compelling combinations of overwhelming visual effects and memorable texts of a poetic, socio-critical, and political nature. The presentation is supplemented by a selection of works the artist has chosen from the Beyeler Collection (A. Giacometti, P. Picasso, K. Malevich, and F. Bacon).
Bringing fine art of this nature to the public in my view is very important, for too long, fine art has been sheltered by a click and attitude burdened by money and ego. In addition to the museum space, the exhibition also extends outdoors to the public domain. Spectacular light projections on key buildings and sites in Basel, Baselland, and Zurich will be on view on special nights.
Not only will Holzer’s large scale light projection be viewable by those in key Swiss cities, but following suit, the American artist is employing the mobile phone as an art medium for the first time. Sunrise mobile users are able to SMS the word ART to 2727 and in return will receive three of Jenny Holzer’s nine iconic “Truisms” as an MMS on their mobile.
This is an example of what those who follow the SMS service will receive on their mobiles.
If Facebook and Twitter were employed this exhibition would be the perfect new era advertising or marketing campaign, engaging and reaching, viral and social.
LED installation
Paintings
Sculpture
Public Space Projection
Jenny Holzer’s show runs from November 1, 2009 – January 24, 2010 at The Foundation Beyeler.
Find out more about Jenny Holzer below from Art:21.
