In 2010 the V&A invited Elmgreen and Dragset to create a unique exhibition experience in the V&A. The resulting work is the exhibition, ‘Tomorrow’, a fictional domestic interior that belongs to the architect Norman Swann. The exhibition draws from the V&A collection as well as props, loans and new artworks created by Elmgreen & Dragset.
As part of the exhibition, the artists have created a site specific work that sits on the hoarding currently masking the refurbishment of the forthcoming Europe galleries.
The work is a playful take on large scale advertising in the urban environment. The sign offers ‘a new residential development at a prime cultural heritage location’ creating an intentional and provocative confusion between the Museum and a residential property development. It raises questions regarding cultural heritage and hints at a vision of a bleak future in which cultural landmarks could be under threat. The hoarding refers to the drama unfolding within ‘Tomorrow’, the artists’ installation across five galleries of the V&A where a retired architect, Norman Swann resides. Swann, who has had a career of limited success and lost his family fortune, is forced to sell his inherited home as he can no longer afford its upkeep.
Designed in the style of a large development advert, the art work includes images of the interior of Norman Swann’s home, alongside a floor plan and text selling the 6,000ft property. The hoarding highlights the property’s unmatched cultural location and refurbished top-of-the range kitchen. Sold by the fictional ‘Crown Property Investment Group’, the hoarding includes viewing times and contact details: www.crownproperty.info 0207 942 2424.
The installation is a continuation of Elmgreen & Dragset’s extensive work in the public realm which plays with the boundaries between public and private space.
Read more about Tomorrow – Elmgreen & Dragset at the V&A.