Next month, Gagosian will showcase a unique new digital sculpture by Swiss visual artist Urs Fischer at its Beverly Hills outpost. Entitled Denominator, Fischer, who recently transformed the neighboring Marciano Art Foundation last year, tapped into the proliferation of images found across the history of television advertisements.
The 12-foot cube displays fragmentary images and clips sourced from international television commercials as early as the 1950s to the present day. In particular, Fischer utilized the latest advancements in AI to deconstruct individual shots, which are subsequently grouped according to color and theme — resulting in mesmerizing telecasts that probe into the power broadcasting ads have in swaying human consciousness.
“This collective human experiment—public relations, marketing, advertising, whatever—leads to a complete replacement of any images we have inside us,” said Fischer in a statement.
Denominator will open at Gagosian in Beverly Hills on July 20 and run through September 16.
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