Billboard 01 1991

Gerwald Rockenschaub created 'Billboard 01' using simple geometric forms and bold colors. Born in 1952, Rockenschaub's work emerged within a cultural landscape grappling with the legacies of modernism and the rise of postmodern thought. Rockenschaub’s engagement with the visual language of advertising and corporate design encourages us to reflect on the pervasive influence of consumer culture on our collective consciousness. What happens when we find this visual language in art? The billboard’s composition, reminiscent of early computer graphics, nods to the increasing presence of technology in everyday life. The flat, unmodulated colors evoke the aesthetics of mass production, and the simplicity of form seems oddly impersonal. As you stand here, consider how this artwork reflects the shifting terrain of identity in an era dominated by mass media and digital interfaces. It asks us to think about the line between art and commerce, and the ways in which both shape our understanding of who we are.