Coming Soon

• Photographer
  Natan Dvir

Coming Soon is an exploration of our visual relationship with the branded city centers and the commercial environment we live in. In recent years, a kaleidoscopic net of huge billboards has enveloped the commercial hubs of New York. Giant billboards both dominate the urban landscape and blend into the background. Always in the peripheral vision, these ads turn people moving through into passive spectators. The ephemeral nature, massive size and saturated colors create a fluid cinematic experience. People inhabiting the space underneath are pulled, unaware, into a staged set merging the reality of the street with the commercial fantasy.