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Natan Dvir: –Coming Soon

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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 go 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 – outdoor advertisements cannot be turned off and are able to reach a diverse public whose movements through the city momentarily overlap.

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