by Reece Goodson
In 1961, Ed Ruscha, an Oklahoma City-born art student from California’s Chouinard Art Institute, with a few days to spare in New York City and an admiration for Johannes Theodor Baargeld’s 1920 work, “Untitled (Beetles)”, made a spontaneous call to the Museum of Modern Art. To his delight, he was met with the opportunity of his dreams by being welcomed to view this captivating piece within MoMA’s extensive collection—an experience he later likened to “getting an audience with the Pope” (1). Now, at 85 years of age, Ed Ruscha returns to MoMA with an exhibition of more than 200 works, recognizing the twists and turns, the shifts in inspiration, and the varying artistic methods that define his journey as an artist; a compelling retrospective aptly titled Ed Ruscha / Now Then. This exhibition met with much anticipation, will run through the new year and close on January 13th, 2024 (2).
An affinity for popular culture, consumerism, and the American way of life becomes evident as one explores Now Then. After moving from the Midwest to Los Angeles at age 23, Edward Ruscha began employment at an advertising agency, which subsequently would catapult his admiration for consumer culture into a career influenced by commercial art. The sprawling urban landscape of Southern California, the enticing billboard advertisements of Sunset Boulevard, and the enigma of the city’s film industry have proven to play major roles in his work (3). “Large Trademark with Eight Spotlights” (1962) is exemplary of this fascination. At the visitor’s immediate entrance into the exhibit, their gaze is met with the imposing albeit far canvas of nearly 6 by 11 feet. As its name may suggest, the piece depicts one of Hollywood’s most acclaimed film studios, 20th Century Fox. Emitting from the furthest depths of the canvas are an array of lines which each lead to a calculated endpoint, creating the alluring impression that the giant insignia continues indefinitely. The profound and rich, notably primary-colored lettering, their swiping effect across the canvas, and the horizontal feature-film nature of its arrangement instantly exhibit Ruscha’s tendency towards depicting the vernacular; the instantly identifiable language of Tinseltown (4).
In advancement through the midpoint of Ruscha’s exhibition, encased within a long, centralized display, is none other than the namesake of the exhibition itself. “Then & Now: Hollywood Boulevard 1973-2004” (2005), a large photography book chronicling the journey of one of Los Angeles’ most renowned streets over 31 years, commands visitors as several copies opened to various sections grace the expansive display (5). Photo credit: Ed Ruscha, Then & Now: Hollywood Boulevard 1973-2004, foto libreria galleria, © Ed Ruscha. “Then & Now” immediately presents itself with intrigue as it strategically displays imagery in a mirrored manner. Two panoramic strips of street view photography comparing both respective years line the top of the page facing the viewer, while two inverted strips hug the bottom. Maximizing its accessibility, this decision allows for viewers at either side of the book to enjoy its elements. “Then & Now” takes Ruscha’s passion for depicting America down an entirely different avenue. Every page offers reflection to the viewer—a profound glimpse into the passage of time, evolution, and societal shifts that no community is immune to.
Solidifying chronology and a recurring theme in the final movement of Now Then is one of Ruscha’s more recent works. Photo credit: Ed Ruscha, Our Flag, Photo by Reece Goodson, © Ed Ruscha. “Our Flag” (2017) could not be a more appropriate finale to a collection so centered around the American way of life. When one exits the final full room of Now Then, under the guise that they have concluded Ed Ruscha’s impressive exhibition, it is only in turning their gaze to the right that they are met with a parting gift. “Our Flag” carries a familiar Ruscha charm in its vibrant colors and Western themes, yet differs in its explicitly solemn message. “Our Flag” depicts a tattered and disintegrating American Flag layered over a black background, which allows every fibrous fragment to be distinctly visible. Ruscha rarely aims for explicit agenda or meaning, let alone in a political sense; however, created one year into President Donald Trump’s time in office, it can be inferred that this work captured his feelings regarding the country’s trajectory at the time. As one traces the canvas from left to right, the flag seemingly deteriorates before them, visually articulating the passage of time (6). The small atrium in which “Our Flag” resides serves as a resolution to the gallery.
It invites visitors to sit with loved ones and strangers alike whilst contemplating the chronological narrative presented to them. Though honorable in its purpose, one notable flaw lies in the tendency for concluding artworks such as “Our Flag” to be overlooked. Exiting through the final open archway, the direct alignment of the gift shop acts as a significant distraction, leaving one to ponder how many visitors inadvertently bypassed Ruscha’s concluding work. The oversight of such a pivotal element in the culmination of the exhibit could alter the viewer’s perception of the message that the gallery aims to express.
Ed Ruscha / Now Then is a testament to a prolific career of over six decades. From depictions of iconic American commodities to the impressionable reflections in “Then & Now: Hollywood Boulevard 1973-2004,” Ed Ruscha’s work encapsulates the essence of American culture, offering a compelling exploration of time, societal evolution, and the nuanced layers of the American experience. Celebrate a living icon of American art by visiting MoMA before January 13th.
Work Cited
(Citation 2) “ED RUSCHA / NOW THEN.” https://press.moma.org/exhibition/ed-ruscha-now-then/#:~:text=The%20Museum%20of%20Modern%20Art%20presents%20ED%20RUSCHA,from%20September%2010%2C %202023%2C%20through%20January%2013%2C%202024.
ED RUSCHA / NOW THEN. “Https://Www.Moma.Org/Calendar/Exhibitions/5582.” Accessed November 10, 2023. https://www.moma.org/calendar/exhibitions/5582.
(Citation 3) “Ed Ruscha’s Fascination for the Great American West,” n.d. https://fineartmultiple.com/blog/ed-ruscha-san-francisco-limited-edition/.
Halle, Howard. “An Ed Ruscha Retrospective at MOMA Presents a Master of Wordplay and Trompe L’Oeil.” ARTnews.com, November 8, 2023. https://www.artnews.com/list/art-news/artists/ed-ruscha-artist-who-is-why-art-important-moma-re trospective-1234685047/1234685121/.
(Citation 1) MoMA.org. “Ed Ruscha on Untitled (Beetles),” September 8, 2023. Accessed November 10, 2023. https://www.moma.org/magazine/articles/955.
(Citation 6) Ruscha, Ed. 2017. Our Flag. Acrylic on Canvas. Museum of Modern Art. New York City.
(Citation 5) “Then & Now: Hollywood Boulevard 1973-2004.” n.d.https://press.moma.org/exhibition/ed-ruscha-now-then/#gallery-31.
(Citation 4) Whitney Museum of American Art. “Edward Ruscha | Large Trademark with Eight Spotlights,” n.d. https://whitney.org/collection/works/886.