The Wild West. Marlboro Man. The Lone Ranger. The iconic Western American landscape, claimed by Hollywood and the advertisement industry, has found its way into the collective cultural unconscious – not just in the country, but all over the world. This beloved piece of Americana came to represent more than just the “mythical frontier”, instead becoming a symbolic image of old-time America. Yet traveling through popular tourist sites and familiar landmarks, one discovers another picture, modernized and reimagined.
The “Indifferent West” photography series by artist and photographer Daniel Mirer captures a powerful portrait of the area, seen through the lens of modern tourism. Exploited and trivialized, sometimes with comic effects, the Wild West concept floods the landscape with kitsch elements that attempt to capture the nostalgia of the past. This contemporary view presents the American West in a new context. Reproduced for tourists and often used as a marketing tool. An echo, indifferent to historical facts, that combines ambiguity with entertainment. The thought-provoking series will be presented at Vassie in Amsterdam. Visitors will have the opportunity to meet the artist at the opening reception and also purchase photographs from the series. The exhibition runs from 15th April until 27th May 2017. Photo credits Daniel Mirer. Images courtesy of Gallery Vassie.