For the final part of our features on the Frieze Projects, we chat to Laure Prouvost, whose intriguingly baffling signs have been mentally misdirecting visitors to the fair since it opened on Thursday. We caught up with the French artist to try and get to the bottom of it all.
The signs were created very recently in response to the space and the way people interacted with it. One of them reads: “Ideally in this room would be a busy African market,” while another proclaims: “The fifth floor is wonderful.” (There is no fifth floor).
Hi Laure, tell us in your own words what you’ve got planned for the Frieze Projects….
We are making signs to go around the fair.
How important is an element of uncertainty in your work? Do you like to bamboozle people?
I rarely know what I’m going to achieve before starting something – the context can often direct a piece so much. I like the idea of losing control of what’s produced so it exists in the viewer’s head, not only mine.
These words on the signs makes everyone visualise something different from each other. Words can be very open to different interpretations and more suggestive than a visual piece. I like the fact that the image is really created in the viewer’s mind. Or a sound piece: “Ideally now there would be thunderstorm and lightning reading this sign.”
Do you think installations struggle to strike a chord outside the very art-literate world?
I think it depends on which installation it is, and which artist and work. Some more complex works need time and digging, others are more straightforward and instant, but they all have a purpose. This piece of mine is pretty direct and self explanatory, so it doesn’t need too many words said about it…
- Artist Howard Fonda captures the vibrancy of summer for Ace & Tate
- Robbie Simon, the jack of all trades and the master of them too
- Mattis Dovier’s weird and wonderful 8-bit dot animation for XXX’s music video
- Jessica Lehrman's photographic document of social revolution, Black Lives Matter and Occupy Wall Street
- Zoe Kao and Huang Wun-Siang find inspiration in the uncertainty of the design process
- Documenting the world in motion: Lauren Tamaki’s illustrations of modern life
- Benedict Redgrove’s beautifully hypnotic film about how a tennis ball is created
- Tommy Cash subverts the tropes of rap videos with a fleshy celebration of the human body (NSFW)
- Ian Davis’ picturesque paintings of bureaucratic dystopia
- Is it ever OK to work for free?
- Pentagram unveils refresh of Mastercard’s brand mark and identity
- Peter Saville and Tate Design Studio create beer can artwork for Switch House pale ale