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.
Images courtesy of Installation Magazine and Jared Clatworthy
Twitter: @Gregory Siff