In recent years, a kaleidoscopic net of huge billboards has enveloped the commercial hubs of New York City. The branding of the cityscape has become so ubiquitous, that the colorful, monumental advertisements, looming over the narrow streets, seem to be virtually unnoticed by the passersby. Giant billboards both dominate the urban landscape and blend into the background. Always in the peripheral vision, these ads turn the people moving through the space into passive spectators. The grasp is democratic and compulsory –the outdoor advertisements cannot be turned off and are able to reach a diverse public whose movements through the city momentarily overlap. The effectiveness of outdoor billboards is juxtaposed with their impermanence; most are replaced after several weeks. The ephemeral nature, massive size and saturated colors of the ads create a fluid cinematic experience for the observer. People inhabiting the space underneath are pulled, unaware, into a staged set, the reality of the street merging with the commercial fantasy of the advertisements. Coming Soon is an exploration of our visual relationship with the branded city centers and the commercial environment we live in.
Natan Dvir is an emerging Israeli artist who examines contemporary human, social, political and cultural issues. Living in NY and creating around the globe Dvir completes his Master in Fine Arts at the School of Visual Arts and photographs for Polaris photography agency and various international magazines. Dvirâ??s main bodies of work were exhibited in a number of solo exhibitions including â??18â?? (JCC in Manhattan â?? 2009-10), â??Shelterâ?? (Houston Center for Photography - 2009 ; Ramat Gan Museum - 2008), â??This Chicken will Dieâ?? (Tel Aviv Artists House - 2007) and â??Seeing is Believingâ?? (Rehovot City Gallery - 2006), as well as being included in many group exhibitions including â??Hugging and Wrestlingâ?? (Museum of Contemporary Art, Cleveland â?? 2009), â??Photography from Israel (Kultur Bahnhof Eller, DÃ¼sseldorf - 2009), â??Tel Aviv Timeâ?? (Tel Aviv Museum - 2009), â??Exile & Repairâ?? (Museo de Antioquia, Medellin â?? 2008), â??Israel and Artâ?? (Ben Uri Gallery, London â?? 2008), â??IJAYAâ?? (Christieâ??s, London â?? 2007), â??Home & Awayâ?? (Bronfman Center Gallery, NYC â?? 2007) and â??Disengagementâ?? (Tel Aviv Museum â?? 2006). Dvirâ??s work has received recognition wining a number of prizes including the â??American Photography Awardâ?? (US, 2009), â??New York Photography Festival Awardâ?? (US, 2009), â??Houston Center of Photography Fellowshipâ?? (US, 2009), â??Black and White Spider Awardâ?? (US, 2008), â??Santa Fe Singular Image Awardâ?? (US, 2008), â??Jewish Artist of the Yearâ?? (UK, 2007), â??Photo District News Annual Awardâ?? (2006) and the â??Picture of the Year Awardâ?? in the Israeli press (2005 & 2007). His work have been published by many leading magazines including Newsweek, Glamor, The British Journal of Photography, fotoMAGAZIN, Journal de Dimanche, Stern, Focus, Die Zeit, Build, Weltwoche, Corriera Della Sera and others.