TWO NIGHTS ONLY | April 29th & 30th, 2016
10 pm - OPEN END
Potsdamer Straße 72 | 10785 Berlin
Los Angeles-based artist Aaron Rose offers us a chance to experience his version of an art bar with La Rosa Social Club, an interactive conceptual installation that is currently touring the world. A collaborative project between Berlin-based project space The Conversation and NY/LA-based creative agency Alldayeveryday, the premiere version opened February, 2016 during the LA Art Book Fair. The event took place at Alldayeveryday's Project Space in Downtown LA's arts district. The second stop ran in Berlin for two days in April in conjunction with Gallery Weekend. The Berlin installation took place in a disused 1960's cafeteria on Potsdamer Straße.
The concept combines the traditional idea of a consumer space and injects it with an immersive, artistic experience. All the spaces will be completely transformed to create a fully realized creative experience. Custom furniture is created, visual art lines the walls and a unique lighting scheme creates an environment that looks and feels like nothing envisioned before.
“It’s nice every so often to take the art-viewing experience out of the context of the gallery, and out of the context of commerce, and out of the context of the market, and the sales and all the things that kind of buzz around the art scene and bring it back to a more democratic place,” says Rose speaking of his inspiration behind the concept.
Artist Claes Oldenburg contributed his variation of this concept with 1961’s The Store, which existed at 107 East 2nd Street with a lifespan of just one month. The idea was to mix cheap merchandise and serious art works with asking prices ranging from $20-$500. The 80 ft. space was filled with objects created specically for the project and representative of the most mundane aspects of everyday life: clothing, housewares, food, etc. These commonplace items were painted, sculpted or merely placed within the confines of the store as part of Oldenburg’s effort to recreate – as art – the spirit of the New York City storefront window.
Photographs by Brayden Olson
Like Oldenburg’s The Store, La Rosa Social Club blurs the line between reality and enhanced reality, offering actual items for sale (cocktails) in addition to the conceptual consumer experience itself. “I’ve asked a few artists design bottles of wine as well as limited edition cocktail napkins,” says Rose.“So you can buy one of these bottles, which are affordable, or take home a napkin, but it’s also limited edition art. I’m really thinking of the space as a three-dimensional painting, where all these elements come together to create an experience.”
With La Rosa Social Club, the lifespan will mirror the duration of the limited time it exists. “I believe the impermanence adds a certain sort of specialness to the experience if you were there and it only lasted for a very short period of time,” says Rose. “It brings a sense of urgency but then also a sense of being part of something historical, even if that’s manufactured history... I think we tend not to appreciate things until they go away sometimes.”
While art bars offer something interactive on an artistic level, they can also offer a social experience of the art itself. In our own lives, when we obtain a piece of art and it sits in our home or surrounds us on a personal level, we consume that product on a much more intimate scale. The art bar allows you to digest the art as a temporary but more personal experience than one would have in a gallery or a museum. Socializing and enjoying the work within a community only gives the art another color, another flavor and potentially creates a more personal imprint than the sterile white cube might offer.
PARTICIPATING ARTISTS TO DATE: Ed Templeton, Wes Lang, Barbara Stauffacher-Solomon, Aaron Rose, Alexis Ross, Cali Thornhill-Dewitt, Alia Penner, Barry McGee, Chris Lux, Olivier Zahm, Geoff McFetridge, Brian Roettinger, Gusmano Cesaretti, Oskar Rink, Wyatt Troll, Natalie Krim, Stefan Strumbel, Lola Rosa Thompson, XOOOX, Cheryl Dunn, Nate Walton
Photo: Jan Hellerung for Alldayeveryday
Photo: Jan Hellerung for Alldayeveryday
Photos: Jan Hellerung for Alldayeveryday