By: Vincent Cimino
Walking into the fourth-floor space of Sara Meltzer Gallery, I got a laugh out of movie posters adorning the walls for “Pet II” starring Jennifer Tilly and “Iceberg III” (tagline: “Matter has a mind…once more”) starring Bill Pullman. Don’t get your hopes up though. Disappointing as it may be, these films are not on view. In fact, they were never made. Instead the posters are part of a work called Sequels by the collaborative enterprise PROW.
Founded by artists Peter Rostovsky and Olav Westphalen, PROW is modeled after a typical Hollywood production studio, but it also looks to subvert the inherent status quo of the film industry. Bridging the gaps between all aspects of contemporary artistic production, PROW gives equal authorship to anyone who played any role in the work’s conception, design, fabrication, or installation, no matter how small the contribution. Despite its self-conscious resignation to working inside the conventions and established institutions of the art community, PROW seeks to foster a dialogue about the possibilities of the non-hierarchical exchange of creative ideas.
Their openness to free collaboration with other artists, and even random individuals, has led them to appropriate artwork posted anonymously on the internet for drawings in their new exhibition “The Prequel.” The drawings, seen once you step behind the curtain and go inside the main gallery, are all hand-made renditions of computer generated 3-D models produced by users of Google’s free SketchUp and 3-D Warehouse software. The original artists are all credited in the exhibition notes, except the ones whose identities (or screen names) were not volunteered or could not be found.
While the drawings are all technically precise and well executed, and thematically relevant to the show in the way concept art or scene “animatics” are to a film production, these drawings are accoutrements to the main installation. Prominently installed in the center of the room is the piece Pyre. With all the gallery lights on, it doesn’t look like much. White polyester sheets cut to resemble flames lie limp on a metal frame that stands above a rig of orange, red, and yellow lights and some industrial-strength fans. Then suddenly the show begins. Off to the side of the gallery, a cello and a violin strapped into custom-made machines strike a dark, foreboding chord before the gallery lights go off and the fans roar to life. For a couple of minutes Pyre dances in the gallery, its reflection eerily cast into the film production drawings on the walls. No longer just a static stage prop, it burns with life, the product of many hands and hours of thought and labor.
PROW, Pyre, 2010, aluminum, polyester, theatrical lighting, industrial fans, electrical equipment, cello, violin and various technical parts. Installation view. Courtesy of the artists and Sara Meltzer Gallery.
Then the lights under the flames and the fans cut out too, as quickly as the whole spectacle began. The audience of gallery visitors is left standing for a moment in total darkness and social awkwardness. It is a similar feeling to the moment when the credits roll on a summer blockbuster, right before the theater lights come back on. Everyone stumbles out of their seats in a daze, but in the gallery there are definitely no sticky floors or spilt popcorn everywhere. The illusion has been broken and everyone is once more in the light and clarity of the gallery. Alone, the pieces of Sequels and “The Prequel” are disparate and puzzling. The posters, the drawings, and Pyre don’t make much sense in isolation, but in the context of PROW’s manifesto, they coalesce into a vision for a new way of making art.
Making the viewer question appearances, PROW’s “The Prequel” is at once a playful and serious invitation to a conversation about artistic authenticity, production methods, and the institutions that house and promote artwork. Compared to the factory production model used by Andy Warhol and Jeff Koons, PROW embraces the work done by its collaborators instead of hiding them in a workshop, and it isn’t focused on becoming an assembly-line mining the same idea over and over. The art factory pays a wage, while PROW pays in recognition; a valuable asset to leverage in the Google economy. The debate over authorship and ownership, and between truth and special-effect, are important questions for the artists of the 21st century to consider in developing their work. I look forward to seeing how the next PROW collaborations treat these issues and navigate the delicate balance between free artistic expression and polished commercial product. With the proliferation of social networking applications that foster more and more idea sharing online, it will be interesting to see if and how PROW will leverage the power of “crowd sourcing” or Twitter.
If you like the show at Sara Meltzer Gallery, I encourage you to see their other exhibition “Anti-Prow” running concurrently with “The Prequel.” If the “The Prequel” is PROW’s commercial endeavor, then “Anti-Prow” is its celebration of creative freedom and artistic vision, living up to the independent spirit of its manifesto. “Anti-Prow” is on view at Art in General until March 20, 2010, visit www.artingeneral.org for more information.
Another exhibition that opened the same night as PROW at Sara Meltzer’s upstairs gallery is Jil Weinstock’s “Mementos.” Using the electroplating technique used in bronzing baby shoes, Weinstock electroplates childhood toys in copper—a shell of shiny, pure nostalgia. This show is made up almost entirely of copper-plated Fisher-Price toys. My favorite piece is the passenger jet, its ovoid fuselage exactly as I remember it, but now gleaming in copper. Weinstock’s objects are idealized forms, the perfect memories of an untroubled past. The electroplating process that surrounds the toys in metal captures every detail of its surface, but once polished to a sparkle, all the scratches and dents are nearly invisible. This technique reflects the desire to capture and treasure childhood objects and memories, and the elevated status children have in modern American society. Weinstock comes close to making these works of art the fetish objects of nostalgia. The copper toys raise up childish things that everyone must, at some point, put aside. But beyond the Mementos being idealized forms, they also invoke the individual memories inside each viewer. The electroplated pieces engender the sort of close-up inspection that a patient of psychoanalysis gives to her own childhood memories.
The possibility for personal narrative is more apparent in the series of rubber houses in assorted colors and sizes on view. These too are cast from toys, but I feel the home is a more apt metaphor for what Weinstock is after. The home is more of a container for memories, for good or for ill, than a toy.
Jil Weinstock, Rubber Houses, 2010. Installation view. Courtesy of the artist and Sara Meltzer Gallery
The sedated, cool tones of the houses resonated more deeply than the luster of the copper. Home is a place of more intimate encounters and intense emotion. Perhaps it is the deluge of everyday encounters with pop culture icons such as Fisher Price toys that has enervated my ability to connect with it, but I feel the houses were much more successful.
All in all, I enjoyed seeing both “Mementos” and “The Prequel” at Sara Meltzer Gallery. However, they are small, intimate exhibitions, so unless you’re already in the neighborhood, I’d recommend heading over when you have time to walk around and see some other shows in Chelsea.
“The Prequel” and “Mementos” at Sarah Meltzer Gallery run through February 27th
Sara Meltzer Gallery
525-531 West 26th Street
Take the C or E train to 23rd Street
Gallery hours: Tues-Sat, 11-6
Gallery website: http://www.sarameltzergallery.com/index.php
Artist websites: PROW and Jill Weinstock