Skip to content
subscribe
Account
SEARCH

Categories

LASTEST

John Baldessari Dares L.A. to Dream

No contributor

“Just learning information is not enough. It’s necessary to dream,” said John Baldessari about his latest public art contribution, Learn To Dream, Aprende A Soñar.

Launched on January 8, this is the second wave in a series of exhibitions for Arts Matter, produced by ForYourArt and presented by The Los Angeles Fund for Public Education. This unprecedented initiative is distributed across 12 metro buses along with 48 static locations including: billboards, bus shelters, wallpostings, mall media, and bulletins.

A revisited phrase throughout the artist’s career, the bilingual nature of Learn To Dream, Aprende A Soñar instigates a discussion about arts education, while also investigating the diversity and culture of Los Angeles. Baldessari’s handwritten, chalkboard etchings transform city buses into a fleet of yellow and black school buses during this four-week project.

“What is most interesting about public art, particularly in this moment, is that advertising has become so sophisticated. Whether people know that they are encountering public art or not, the hope is that it gives people a moment to pause. Slowing down is such a valuable thing in this fast moving time that we’re in,” said Bettina Korek, founder of ForYourArt.

In October 2012, artist Barbara Kruger kicked-off the entire campaign with her signature, graphic style. Two more artists will participate in March and July. The total value of this yearlong project is over $4 million with approximately 900 million “eyes on artwork” impressions. The LA Fund is providing multi-year school grants to establish “arts integration” programming in the Los Angeles Unified School District (LAUSD). Being the second largest public school system in the country, this is an impressive example of how to re-invigorate arts education despite its pre-existing, slashed budgets.

“We’re still learning how to close the loop with public art in terms of having people make the connection to what they see in the street and forging a longer relationship with the organization that’s involved with it,” said Korek. “Being part of this larger Arts Matter campaign, it’s an experiment in provoking engagement with a social issue while also hopefully cultivating a desire to learn more about artists and their art.”

John Baldessari was born in 1931 in National City, California. He received a BA and MA from San Diego State University and completed postgraduate work at both Otis Art Institute and Chouinard Art Institute. For more than five decades, Baldessari has created thousands of works that demonstrate—and, in many cases, combine—the narrative potential of images and the associative power of language within the boundaries of the work of art. He has continually explored these themes in painting, photography, film, video, site-specific installations, artist’s books, sculpture, drawings, prints, and multiples.

SAME AS TODAY

FURTHER READING

The View at The Palm Opens in Dubai with Human-Centric Purpose

Whitewall spoke with John Bricker of Gensler about The View at The Palm in Dubai.

Louis Fratino Finds Power in Images of What We Love

Louis Fratino spoke with Whitewall about keeping the studio a space free from fear of failure.

The BMW Neue Klasse Looks to an All-Electric Future

The BMW Neue Klasse is a statement piece for a new era: design language that references classic BMW for its soon-to-be all-electric lineup.

Barbara Kruger Immerses London in Her New Show at Serpentine

Iconic American artist Barbara Kruger returns to London for the first time in 23 years with a show at Serpentine South.

IN THIS ARTICLE

Topics

LOCATION

SUBSCRIBE TO MAGAZINE

Kelly Wearstler

THE WINTER EXPERIENCE ISSUE
2023

Subscribe

SUBSCRIBE TO NEWSLETTER

Go inside the worlds of Art, Fashion, Design and Lifestyle.

READ THIS NEXT

Iconic American artist Barbara Kruger returns to London for the first time in 23 years with a show at Serpentine South.

SUBSCRIBE TO NEWSLETTER

Go inside the worlds
of Art, Fashion, Design,
and Lifestyle.