Earlier this year Far Out reported the return of ‘The Desert X’ biennial art festival which had been sprinkled across the picturesque rugged Coachella Valley.
After a hugely successful debut run in 2017 in Palm Springs and the Coachella Valley, Desert X returned with installations located throughout the Coachella Valley, the Salton Sea and, in some cases, stretching toward Mexico.
Remembering some of the foundations which this wonderfully creative exhibition is built upon, we stumble across to Jennifer Bolande, American artist whose work often takes on a variety of different media formats. Bolande’s plan, using her desire to incorporate a cinematic element to her work, was to take to the in order desert to ‘fix’ the growing number of billboards which block the landscape behind it.
Bolande’s work has been detailed more specifically by an accompanying description by the DesertX site themselves, explaining: “In a cinematic experience animated by driving along Gene Autry Trail, viewers will encounter a series of billboards featuring photographs of the very mountains towards which they are heading. Each photograph is unique to its position along this route and at a certain point as one approaches each billboard, perfect alignment with the horizon will occur thus reconnecting the space that the rectangle of the billboard has interrupted.
“In the language of billboard advertising this kind of reading is referred to as a Burma-Shave after the shaving cream company of the same name who used sequential placement to create messaging that could be read only from a moving vehicle. Within the desert empire of roadside signs, Bolande chooses to advertise the very thing so often overlooked. Looking up at the billboards our attention is drawn back to the landscape itself, pictured here as a stuttering kinesthetic of real and artificial horizons.”
Below, enjoy an example of the work which is splattered across the desert.