Turning Point (Terra CRG Commission)
Turning Point is an 8x8ft text-based neon artwork, installed in the stairwell of the newly built offices of Terra CRG Property Developers in Prospect Heights, Brooklyn.
In the manner of Concrete Poetry, Turning Point is self-referential, using text as sculptural form and referring to itself through its own action; the turning of each letter across the grid format until the word is transformed from a vertical to horizontal reading.
Turning Point appropriates the language of consumer culture and advertising, and in doing so the neon sign refers to itself. Placed within the context of a property developer, the word TRANSFORM also relates to the transformation of Brooklyn and other neighbourhoods around the world undergoing rapid change.
Turning Point continues the legacy of such artists as Joseph Kosuth, Barbara Kruger and Jenny Holzer; each who have appropriated the language and materials of consumer culture and distorting semantic representation.