iheart intervention 007
Witzenhausen Gallery | Chelsea, NYC | 2010
Installed in February of 2011, iheart intervention 007 is a repainting of Rothko's No. 10, on top of a MoMA poster for No.10, stamped with poetic text. The intervention occurred in an exhibition of work by Aldert Mantje.
The project began one day when the Witzenhausen Gallery shared an advertising brochure for the luxury lofts next to the gallery building at 540 West 28th Street, that featured a photo of the iheart public 002 mural.
The language and design was so repugnant that it served as the basis for the next intervention.
Bland color tones of the brochure were matched by computer to create the paint used for the Rothko color field remake, and the canvas for this painting was a Rothko MoMA poster, recently found in the streets of Soho.
From the pamphlet, a poetic text was authored by sampling and re-arranging phrases or words from the brochure, then stamped by hand on the painted surface.