Art Ed Ruscha’s corned beef is back, but in limited edition
Artexhibitionpop art

Ed Ruscha’s corned beef is back, but in limited edition

-
Giorgia Massari
ed ruscha

A new post has popped up on Avant Arte‘s Instagram profile announcing a new collaboration with artist Ed Ruscha. It is a new limited edition print that will be released on the market on April 11. The subject could only be one of his most iconic works. We are talking about Actual Size, painted by Ruscha in 1961 and still incredibly contemporary today. Mostly known as “Flying SPAM,” Ed Ruscha performs a similar operation to what fellow artist Andy Warhol did with Campbell’s cans, making a mass product iconic by elevating it to a work of art. The canned meat brand SPAM attracts the artist’s attention both as an emblem of consumerism and for its brand identity. Indeed, Ed Ruscha is drawn to the logo’s font, which he places prominently at the top of the canvas and then reproduces the canned can, here, however, flying. In the wake, comet-like, that its flight path leaves in space, Ruscha inserts the inscription Actual Size with the intention of making a critique of today’s society.

ed ruscha

From accidental poems to large-scale installations

If you are wondering why this limited edition print – available for only 48 hours at a super affordable price – the answer is simple. It is undoubtedly a commercial gimmick, but also a communications strategy to promote the NOW THEN exhibition at LACMA (Los Angeles County Museum of Art), open April 7 through October 6. The one at LACMA will be one of the largest retrospectives devoted to Ed Ruscha, and the focus will be on his most interesting peculiarity, the interaction between words and images. It will also feature his famous installations Chocolate Room and Course of Empire, shown at the Venice Biennale in 1970 and 2005, respectively, and all his photographic documentation of the streets of Los Angeles since 1965.

ed ruscha
ed ruscha
ed ruscha
ed ruscha
ed ruscha

Courtesy Ed Ruscha

Artexhibitionpop art
Written by Giorgia Massari
x
Listen on