Roe Ethridge (Zurich West, 2012)

The combination of artistic and advertising strategies is a trademark of the American photographer Roe Ethridge, who is at home in both worlds. For ten days, Ethridge undertook a photographic field study in Zürich-West and recorded the process of transformation taking place in the district. More than 350 locations for posters were filled with a selection of his pictures, and they project the image of the new district into the city. The strategy of infiltrating the media is pushed to the extreme with a newspaper supplement: on 24 May, the Tages-Anzeiger published a sixteen-page supplement with a portfolio of Roe Ethridge’s photographs.

A selection of posters is on view at an exhibition in the Mobimo-Tower. Opening hours: Thursdays (5 – 8 p.m.) and Saturdays (2 – 5 p.m.)

ROE ETHRIDGE, USA, *1969, lives and works in New York

Courtesy of Mai 36 Galerie, Zürich

Project sponsor: APG

Supported by Mibag Property + Facility Management AG

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