Sarah Dahnke

I get a lot of press releases emailed to me about openings, curator talks, art lectures, new galleries, etc. I usually skim them then flag them for follow-up at another time when I'm in "art mode," (which is usually not at 8am on a typical weekday when I'm sorting through a pile of messages). The other day I received a Save the Date reminder with an attached press release for an upcoming opening. Skimming I saw key terms such as "contemporary art," "multimedia exhibition," "freshest talents" and "associate curator at the Whitney Museum of American Art." Wait? The Whitney? This must be big. When it came time to get into "art mode" and read more thoroughly, I noticed I had missed a big key term: Lexus. As in, the car.

Lexus recently launched the LS 460 luxury sedan, the newest model in the company's flagship LS series. In order to promote the car and celebrate its addition to all of our lives, Lexus has organized a nationwide tour with the LS 460. But this isn't your standard car on a rotating platform with a spokesmodel in a god-awful glittery gown affair. The 460 Degrees Gallery's "Light and Speed" exhibit will feature an architectural installation, video art and a conceptual photography display. And of course, a car on a rotating platform. The press release states that Lexus wanted to approach the launch of their new vehicle this way because they wanted to "celebrate reinvention" and "focus on design" while representing the concept of forward thinking. It's easy to scream "sell out" at artists and curators who use their talents to aid the promotion of a brand. But is it so wrong to bring art to places you typically would not find it? Let's take a brief look at the key players involved with "Light and Speed" to explore their talents and achievements from their pre-Lexus days.

Shamim Momin: Executive consultant for "Light and Speed;" associate curator at the Whitney Museum of American Art; co-curated the last Whitney Biennial

Miranda Lichtenstein: Contemporary photographer; previous solo shows at Hammer Museum (L.A.), Elizabeth Dee Gallery (New York) and Gallery Min Min (Tokyo). "Light and Speed" features her photographic series "The Searchers," which documents various paths to higher consciousness

Pascual Sisto: Video artist; work has been shown at Los Angeles International Film Festival and Museum of Latin American Art; created "Push/Pull" for the Lexus display, an homage to American car culture

Arne Quinze: Architectural and product designer; founding director of design firm Quinze & Milan. "Timegate," a giant wooden sculpture made from more than 3,000 wooden planks, dominates the "Light and Speed" display

Looking through the press gallery of photos, there are distinct differences in the display in each city. In New York, the display highlighted the art. Quinze's spiraling wooden tower began in the space's front entry and continued through the interior. The car was given a prominent seat right underneath Quinze's piece, but it was shaded by the wooden slats and lack of light, making it less of a centerpiece. The video and photo displays were mounted on the walls, center columns and floating walls around the space, just as they would be placed in a typical gallery setting, giving the artists top billing over the car. In L.A., the centerpiece of the exhibit was neither the art nor the car; it was the celebrities. The photos showcased Jeremy Piven arriving at the opening, Jason Lee sitting behind the wheel of the LS 460 and Lee chatting with Ashton Kutcher on the other side of the gallery. The setup was generally the same as the New York version, but the attendees appeared to be much more interested in the new Lexus than the giant sculpture that surrounded them.

In Miami, the 460 Degrees Gallery took over an entire building. Quinze's sculpture is arranged in a way that makes it look alive, attaching itself diagonally across a balcony and appearing to grow out of the front of the building and the rooftop simultaneously. The remainder of the "Light and Speed" display was placed on the rooftop, and the poor little LS 460 was forced to spend the night in the corner behind velvet rope. The Chicago version of the 460 Gallery is on its way, and I am curious to see how they use the space and arrange Quinze's insanely large installation. However, I also have to see for myself the car that made three talented artists and a renowned curator say yes to a massive advertising campaign, known by some as "selling out."

"Light and Speed" shows at the 460 Degrees Gallery, 666 North Michigan, February 1-16.

(2007-01-16)

Also by Sarah Dahnke

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