Although inspired by the region I live in, these images are not meant to be site-specific. They were made in different areas of the United States and Europe.
The idea to remove the supports in Photoshop did not come to me right away. I made a few photographs first and then scanned them in to mull them over. I felt that the ‘straight’ photographs weren’t enough to get people to pay attention to such a common and mundane subject matter. ‘Floating’ the signs is, in part, a way to make people notice them in a way they can’t when encountering them in real space.
Beyond the visual attention grabber, the floating effect serves as an apt metaphor for the corporate entities that put these signs in place. They are disconnected from reality in a way that seems supernatural, magical or beyond possibility. They dazzle because they are outside of our control, much like the faceless companies that use them to lure and attract us.
Analogies could also be drawn to religion and brand worship, or to futuristic science fiction films like Blade Runner.
Ideally, viewers see this work as both tongue-in-cheek humour and a pointed critique of this aspect of consumer culture.
Matt Siber (born 1972) lives and works in Chicago. He has a Masters of Fine Arts degree from Columbia College Chicago and is represented by galleries in Madrid, Barcelona and Munich.