Jeff Gibson´s solo installation Hard Sell is located in
LMAKgallery´s outdoor courtyard, comprised of five white sandwich board
signs covered in images of various products. Each board holds a different variation
of a color scheme, such as beiges, greens, or reds and blacks. Additionally,
the images chosen for each board also follow a pattern in form and shape. The
visual categorization of each board delivers an organization of color or shape
that tricks the viewer into accepting the absurd image groupings. At first
glance, pairing fried chicken with hair pieces and microphones with raw beef
seems totally natural.
Each of Gibson´s signs could easily pass on a busy and plastered
New York sidewalk without gathering many second glances. Even just walking a
few steps outside of the gallery, I noticed an aesthetically similar
promotional sign in front of the deli next door. Perhaps this isn´t even so
specific to New York, but instead is one of the linking factors to cities
around the world. Gibson´s bio states that he grew up in major urban centers in
the United States, Germany, and Korea, and received his MA at The Royal College
in London before moving to New York. This knowledge might lead one to connect
that a baseline common denominator between cities across the globe, despite their
seemingly disparate cultures, is the imagery used in street advertisements
outside of local markets and corner stores.
Gibson´s work appropriates the mundane yet vibrant
commercial imagery of products and assembles them in a way that essentially
defeats their meaning beyond that of their value as an image. The groupings that
he creates in his work lead viewers to consider both the power of imagery as
well as their everyday-ness, as we are constantly inundated with images, like visual
white noise in the background of our daily lives.

