ZAZ CORNER | IN BETWEEN
Times Square | 41st Street / 7th Avenue, New York
ZAZ10TS, in partnership with Isabel Croxatto Galería, presents the digital exhibition Josefinismo by the artist Josefina Herrera. This collaboration brings a curation of adapted four videos of the original installation to the ZAZ Corner Billboard that’s inspired by the workings of the human brain, particularly the interplay between the left and right hemispheres.
The exhibition showcases Josefina Herrera's distinct artistic style, characterized by humor, irony, and vibrant colors. Each video within the exhibition has been meticulously crafted to engage viewers through relatable and recognizable elements, ensuring a seamless connection.
Within the left hemisphere, videos titled Organización [Organization] and Saber [Knowledge] explore themes such as work routines, intellectual pursuits, and rational decision-making. These videos cleverly employ visual cues such as desks, books, and the symbolic figure of the goddess Themis to convey their respective ideas succinctly.
Conversely, the right hemisphere offers a different journey with videos titled Amor [Love] and Música [Music], delving into creativity, spatial awareness, and emotional expression. Warm color palettes, voluminous figures, and the imagery of a harp are skillfully utilized to vividly evoke these concepts.
Josefinismo invites viewers on a humorous and ironic exploration of the complexities of the human brain. Through a combination of visual and symbolic elements, the exhibition creates an immersive and thought-provoking experience that resonates with viewers.
Josefinismo by Josefina Herrera is presented as part of the programme IN BETWEEN, a concept of video art exhibition curated by ZAZ10TS and presented on ZAZ Corner where continuous artwork is displayed for 15 seconds at a time on a large LED billboard in the heart of Times Square, at the corner of 41st Street and 7th Avenue in New York City.