Matthew Sleeth, It Was All A Dream

Sleeth’s construction is an exact scale model of the Pepsi-Cola sign that has graced Brooklyn’s waterfront for decades. By adopting its form and aesthetic while misappropriating the message, this work draws attention to how signs “program” us to behave in a prescribed manner. Many of the conventions explored in this work depend on a range of cultural assumptions in order to function. Part of the rationale of Sleeth’s installation is to make these assumptions visible through the process of pattern recognition within and between the insignias.