Sylvie Fleury

  • Sylvie Fleury

  • Sylvie Fleury - Projects

    Yes To All, 2009

    Red neon and aluminium structure with converters
    75 x 500 x 25 cm

    Galerie Thaddaeus Ropac, Londres, Paris, Salzbourg

    Petit Palais

    Sylvie Fleury was born in 1961 in Geneva where she lives and works. The neon sign, Yes to All casts an immersive red glow over its surroundings, prompting an awareness of the often overlooked by-products of ubiquitous advertising and its underlying associations that subtly permeate our visual culture. In her neon works, Sylvie Fleury turns commercial slogans such as ‘Be Amazing’, ‘Yes to All’, and ‘Hydrate’ into ready-mades that reference Joseph Kosuth’s 1960s series Art as Idea as Idea, in which the dictionary definitions of words constituted the artworks. Investigating the intrinsic links between art and language, Sylvie Fleury utilises mottos drawn from retail and advertising to question their related ideals and aspirations, interrogating the tropes of contemporary consumerism through its own definitive strategies.

    Courtesy Galerie Thaddaeus Ropac, London, Paris, Salzburg
    © Sylvie Fleury. Photo: Sully Balmassière

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