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Keith Coventry: Golden Arches

Exhibition details

Opening / Event Date:
22 November, 2017
Time:
6:00 pm - 8:00 pm
Closing / End Date:
10 January, 2018
Event Category:
Website:
http://www.pacegallery.com/exhibitions/12897/golden-arches?locale=en

Pace Hong Kong is delighted to present an exhibition of works by British artist Keith Coventry, on view from November 22 through January 10. This will be the artist’s third solo exhibition with Pace and his first presented at Pace Hong Kong. The exhibition will feature Coventry’s recent body of work, Golden Arches. An opening reception will be held from 6pm to 8pm on Wednesday, November 22.

For more than two decades, Coventry has created paintings and sculptures that manipulate legacies of modernism while addressing conditions of contemporary urban life. As a member of the YBAs, he took part in many of the group’s most important activities, including the landmark exhibition Sensation at the Royal Academy of Arts, London. In 2010, Coventry was awarded the John Moores Painting Prize, Britain’s most prestigious prize in contemporary painting.

The series title Golden Arches implies that the simple, abstract curves refer to the logo of American fast-food chain McDonald’s. This instantly recognizable logo was first shown in Coventry’s work in 2000, and was further explored in the following years. Coventry noticed that the yellow and red of the company’s visual identity align with aesthetic elements in modern art history. To decontextualize the consumeristic logo by appropriating aspects of the Russian Constructivist movement, his work implicitly references 20th-century aesthetic representations.

In this exhibition, Coventry pushes the concept forward by literalizing the golden arches euphemism. One of the most famous trademarks in the world, this sign has often been the subject of appropriation by Pop artists. Coventry, however, has not chosen to use this common cynical approach to magnify the cruder side of this logo. Instead, the elegant curves remove it from the image of junk to which it is associated, inviting the viewer to reexamine the recognizable trademark. Reaching subtlety, the pursuit of the memorable and simplicity is juxtaposed with refinement of modern society.

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