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The Ice Cream Room Installation by Gregory Siff

4AM Gallery and Mercedes Benz  present, “Portrait of an American Ice Cream Man,” the highly anticipated solo exhibition from artist Gregory Siff and  the unveiling of Experience Room #3,  The Ice Cream Room  that debut in Los Angeles, on Friday June 10.

Following the Experience Rooms Gregory created for MoMA PS1’s Rockaway! Exhibition,  The  Ice Cream Room is a transformative  experience that returns the audience to a state of  innocence where moments become held. The room is a site­specific installation that replicates the feeling of ice cream entering into the senses and beyond.

Temperature, scent, sound, sight  and memory are fused ‘together to create a multi-sensory experience.

The reward of chasing down the Ice Cream Truck as a child and the wonderment of choosing your own adventure becomes possible again.

This kind of ice cream heals all wounds and brings children  to a state  of unbounded excitement.

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Images courtesy of Installation Magazine and Jared Clatworthy

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Twitter: @Gregory Siff

www.gregorysiff.com