Urs Fischer displays his digital artwork on a LED cube 212 m2

Denominator is the name of the sample that Urs Fischer exhibits in the gallery Gagosian. It is a five-sided cube built with Bold interior screens of SNA Displays.

The contemporary art gallery Gagosian has hosted an exhibition by the Swiss visual artist Urs Fischer, titled Denominator. Inaugurated last 9 September is displayed at their West location 24 th Street in New York and can be seen up to the 15 October.

“Denominator is a cube of 212 square meters built with Led screens that show a sequence of fragments from international television commercials in a changing composition that encompasses the history of the medium., they explain from Gagosian. “Through the use of artificial intelligence algorithms, the commercials have been done in individual shots, which are then grouped by theme or color and displayed in layered patterns and choreographed sequences.”.

It is an installation made up of a three-part series by Fischer that, combined, “they form a subjective encyclopedic composition that tells the story of humanity through the artifacts it leaves behind”.

This art installation is made up of a five-sided Led cube built from the solutions series Bold indoor of SNA Displays. Cube displays employ pixel spacing of 2,5 millimeters and are mounted on a separate steel frame. The structure was custom designed and precisely installed to minimize seams.

every face, including top hub cap, stomach 3,3 square meters and the digital artwork processes about 10,4 million pixels.

Digital Dreams provided installation services for the artwork.

“It is difficult to find a more dynamic art form than digital art and we are happy to add Denominator to a growing list of LED-based art installations”, explains Jason Helton, executive vice president of SNA Displays. “Pieces like this not only show the power and beauty of the digital canvas, “But they also present unique and interesting design challenges.”.

Among the challenges they had to face were the dimensions of Denominator's free-standing steel structure which were critical because the artist wanted the cube to 'float' one inch above the exhibition floor.. Another challenge was placing the subframe for the top of the cube on its back.