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IMMA takes art onto the streets of Dublin as part of the exhibition What We Call Love

IMMA will be providing a moment of contemplation amongst the frenzy of Christmas advertising with the artwork “Untitled” (The New Plan), 1991, by Cuban-born American artist Felix Gonzalez-Torres (1957-1996). As part of the exhibition What We Call Love: From Surrealism to Now (12 Sep 2015 – 7 Feb 2016) Gonzalez-Torres’ artwork will be presented on six billboards across six sites within Dublin city centre normally used for prime advertising space.
The billboards are on view from 16 to 30 December 2015 in the following locations:
1. 10 Ushers Island, Dublin 8
2. Townsend Street, Dublin 2
3. 109 Pearse Street, Dublin 2
4. 126 East Wall Road, Dublin 3
5. Talbot Street, Dublin 1
6. 145 Parnell Street, Dublin 1

Felix Gonzalez-Torres’ artworks are known for their quiet, simple forms and minimal aesthetic. The artwork “Untitled” (The New Plan), 1991, is made by reproducing a specific colour image of denim fabric, a photograph by Gonzalez-Torres, exclusively as billboards. The work is intentionally open to interpretation and driven by viewer interaction. The artist specified that the work was intended to be installed in a variety of locations in diverse neighbourhoods.

Key to Gonzalez-Torres’s practice was the cultivation of an empowered audience, activating his work through participation and the capacity to construct meaning from the visual cues and open-endedness he created in the artworks. Using an already socially-accepted visual form – such as the public billboard – allowed Gonzalez-Torres to subtly communicate to people outside of the gallery space, and within the environment of daily life in the city.

As part of a concurrent exhibition by New York based Irish artist Les Levine IMMA is also presenting a group of unique cibachrome photographs of key media billboard campaigns which the artist staged during the 1980s and ‘90s, in major cities across the world. Presented as part of the exhibition IMMA Collection: Les Levine: Using the Camera as a Club – Media Projects and Archive. It is interesting to note that Levine was making these works around the same time that Gonzalez-Torres made “Untitled” (The New Plan).

For images and additional information please contact:

Aoife Flynn E: [email protected] T: +353 (0)1 612 99 21

Note for Picture Desk: The artworks will be in place at the sites listed above from 16 to 30 December and press images are also available. Full caption for artwork is: Felix Gonzalez-Torres, “Untitled” (The New Plan), 1991, Billboard, Dimensions vary with installation

Additional Notes for Editors

Felix Gonzales-Torres: This Place
The Mac in Belfast is currently showing Felix Gonzales-Torres: This Place (30 Oct 2015 – 24 Jan 2016) the largest presentation of the artist’s work in Ireland to date. The exhibition also presents the artwork “Untitled” (For Jeff) on billboards across 24 locations around Belfast.

What We Call Love: From Surrealism to Now
12 September 2015 – 7 February 2016

The exhibition What We Call Love: From Surrealism to Now explores how the notion of love has evolved within the 20th century. How have seismic sociological changes concerning sexuality, marriage and intimacy, alongside developments in gender issues, affected the way we conceive love today? How does visual art, from Surrealism to the present day, deal with love and what can these artistic representations tell us about what love means in our contemporary culture? Featuring modern and contemporary masterworks from the world’s leading collections by Abramoviæ, Brancusi, Dalí, Duchamp Ernst, Giacometti, Oppenheim, Picasso, Warhol, Yoko Ono, and many. Admission: €8.00 full price, €5.00 concession (senior citizens and the unwaged), under 18’s and those in full time education free.

Les Levine
A pioneer of media art Les Levine has, since 1976, been a prolific billboard maker, producing major media campaigns throughout North America, Europe and Australia. As a media sculptor Levine works in a similar way to an advertising company, developing ideas or issues that he is concerned with, thus subverting the language of mass advertising to interrogate social and political anxieties. Similar to the working of an advertising company Levine then works with various manufacturers to have his concepts realised, i.e. billboard printers, photo printing houses and media buying agencies. His billboard campaign, entitled Blame God, was shown throughout the city as part of IMMA’s From Beyond the Pale season of exhibitions in 1994.


21 December 2015

Important Notice


We would like to advise our visitors that our Main Reception area is closed for renovation from 22 April until mid-June.  A temporary reception is open on the ground floor next to the original main entrance. While we prepare to open our next exhibition Hilary Heron: A Retrospective on 24 May, there are two exhibitions to see Derry Film & Video Workshop and Self: Determination: Artists Commissions. IMMA’s gardens and café are open to the public.