Screen As Persona

Art Fairs / Exhibitions

The Challenge

For the debut of SPRING/BREAK Art Show Los Angeles in 2016, FEMMEBIT partnered with Coaxial Arts Foundation to present SCREEN AS PERSONA, a digital media exhibition empowering female voices through video and virtual reality installations. Taking over 32,000 sq feet of historic, non-traditional exhibition space during Frieze week in LA, SPRING/BREAK united a bombastic mix of artist spaces, organizations, and artists through individual exhibitions in a container yard. The unique program challenged participants to transform raw cubes into dynamic environments elevating the show’s theme of FACT AND FICTION.

The Solution

SCREEN AS PERSONA showcased artists whose careers range from emerging to late, and whose works range in the history of digital media to contextualize and enrich their respective narratives and individual practices. Dismantling the stereotype that women require external validation to feel “whole,” this exhibition highlights female artists whose works gaze internally to conceive unique personal vantage points through the language of video.

The Result

With over a dozen artist works screened on individual CRT TVs, the physicality of video and the female form was accentuated throughout the exhibition design. Adjacent to a sculptural portal by JJ Stratford, a saturated kinetic installation by Suzy Poling illuminated the space while visitors were invited to engage with a VR program and uncover another dimension by viewing a site-specific AR piece by Nancy Baker Cahill. SCREEN AS PERSONA was pictured as the focus of SPRING/BREAK’s feature in ARTnews, as well as receiving praise in Hyperallergic, LA Weekly and others.