Contemporary art News USA

Artist will light up the billboards of Times Square

Chilean-born Alfredo Jaar's installation questions US cultural dominance

A logo for America, 1987, was commissioned by the Public Art Fund. Photo courtesy of the artist and Galerie Lelong, New York © Alfredo Jaar

An electronic billboard installation with the words “This is Not America” overlaid on a map of the Americas will light up New York’s Times Square starting on Friday, 1 August. For three minutes each night, just before midnight, This Is Not America (A Logo for America), 1987, by the Chilean-born, New York-based artist Alfredo Jaar will be displayed on 15 signs and 45 screens. The work was first shown in the square in 1987. “Language is not innocent. [It] reflects a geopolitical reality,” he says. “The use of the word America in the USA, erroneously referring only to the USA and not to the entire continent, is a clear manifestation of the political, financial and cultural domination of the USA over the rest of the continent.” The work is part of the exhibition “Under the Same Sun: Art from Latin America Today” (until 1 October) at the Solomon R. Guggenheim Museum in New York and is made possible by the Times Square Advertising Coalition and Times Square Arts.

"Midnight Moment: a Logo for America", 1 August-31 August, 11.57pm–midnight

More from The Art Newspaper


30 Jul 14
22:1 CET


Correction: The words "This is not America" will be overlaid on a map of the USA, not of "the Americas" as the post says. In the installation, "America" is overlaid on map of the Western Hemisphere (aka America or the Americas--i.e. north and south).

Submit a comment

All comments are moderated. If you would like your comment to be approved, please use your real name, not a pseudonym. We ask for your email address in case we wish to contact you - it will not be made public and we do not use it for any other purpose.


Want to write a longer comment to this article? Email


Share this