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For a century now art has been take x but big. Expressionist childhoods projected at meters square carried 50 years of art. Etc. So no foul here. (And we've said before, big jewelry, brilliant.) If you're going to put the sign on the wall, put the sign on the wall. The sign scales. And scale is a tenuous thing today, it may be the defining characteristic of it. The ability to scale. The loss of scale in image that consumes us. Richard Serra could not build something so big as a sign.
See too: Ana Pellicer at House of Gaga, Amanda Ross-Ho