Western Project is proud to present the third solo exhibition at the gallery by Los Angeles artist, Mark Dean Veca. His new body of work, EVERLAST, is comprised of seven new paintings and twelve works on paper. Veca grew up around the San Francisco Bay Area surrounded by words; words in the sky, words on the streets, words on the billboards, on trucks and grocery stores, liquor stores – everywhere – an environment of language, letters and images. For this work he writes:
Particular street signs and logos started to jump out at me as perfect combinations of subject matter and composition. I'm not picking words or images at random, but those that I find have some kind of resonance personally as well as universally, be they mundane or iconic, and are redolent of my 1970's California upbringing…
For years now I've been interested in the negative space in and around letterforms, particularly logos in a certain script, like the Fender logo. When I see these spaces I get an urge or compulsion to define and articulate them, to make them the figure, not the ground.
It is the atmosphere which seems to have won out as an undulating miasma or vapor, enveloping the signage from neighborhood stores (LIQUOR MART), to international corporate logos (EVERLAST and Zildjian). Perhaps they recall the brown smog atmosphere from the 1970’s in LA, along with the Pop culture explosion of the era; his paintings reek of immersion in a climate of billowing energy, a charged atmosphere where background shifts to and fro:
Duality seems to be a consistent theme in much of my work. In these word paintings the eye wants to flatten the text, especially from a distance, but upon closer inspection the forms flip. The atmospheric quality that fills the letterforms heightens the effect of creating depth and contrast to the crisp linework defining the biomorphic abstraction surrounding them.
Veca’s paintings are indeed icons; not ironic, but psychedelic celebrations. FENDER is enveloped by a surging purple ooze (or is it haze?) while BREAKFAST BURRITO is a crazy trip down the street at sunrise; both seemingly familiar visual sensations. And what’s that funk of adolescent testosterone wafting around the paintings? His deft and masterful drawing skills give the works a tremendous gravity and visionary exactness; think Keith Haring, R. Crumb, and Warhol. It is an un-academic rigor compounded by immaculate craftsmanship. The logo paintings are punctuated by early Warner Brothers Looney Tunes characters: Tweety Bird (created in 1945), and the Tasmanian Devil (1957). Each image is an historic cartoon favorite known for their wacky and cunning charms. Having survived endless cliché and a million bad tattoos over the years, Veca’s images are now more sirens luring contemporary audiences to reconsider an un-snarky and daring, new attitude in the 2010s. FLY UNITED is a sexier side, from an image recycled from a 1970’s underground poster; the image is a wink and a nod to human desire (the mile high club), stealing back the method of corporate advertisement into mainstream erotic humor. Perhaps this is the covert messaging of the artist – employing logos more as flavors, manipulating corporate identity into notions of pleasure, emotion and imagination. The words become formal playgrounds for both the artist and audience to reinterpret experience and memory as subjective space. Taking back an age of greed to a realm of personal exaltation.
Veca will be included in the upcoming Turn the Page: The First Ten Years of HI-Fructose @ Virginia MOCA, Virginia Beach. His work was recently acquired by the Orange County Museum of Art in Newport Beach, California. The monograph, Mark Dean Veca: Twenty Years, was recently published by Zero + Publishing. He has exhibited at the Instituto Cultural de Cabanas in Guadalajara, Mexico, a career survey at the University of California, San Diego, site specific Phantasmagoria at Otis College of Art and Design, Los Angeles and Raging Opulence at The San Jose Art Museum, the 2013 California-Pacific Triennial at OCMA, Newport Beach, California, plus numerous other exhibitions in New York, Tokyo, Paris, London, Berlin and Bern, Switzerland. He is the recipient of the 2010-11 COLA Individual Artist Fellowship as well as grants by the Pollock-Krasner Foundation and the New York Foundation for the Arts, plus residencies at Otis College of Art and Design, Los Angeles, and the MacDowell Colony in Peterborough, New Hampshire. Veca has created designs/products for both Nike and Burton Snowboards.
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