Big Bronx Deli

bigbronx

An installation on the Bruckner Expressway, Big Bronx Deli (2009, vernacular) is an iconoclastic yet poignant deconstruction of the neoliberal, post-modern megacity and compels the viewer to contemplate the geospatial hegemony of language and consumer culture. Note how the fading red, white and blue letters evoke the elusiveness of the American dream, chased by paradigms of capitalism such as LaVar ‘Big Baller’ Ball, Michael Bloomberg, and Marina Abramovic. But what is being served to the patrons of Big Bronx Deli? The missing upper section of the sign is open to blue skies.