In the art historical examination of the Neo-Geo movement that emerged in the 1980s, one theme of particular interest is its critical engagement with consumer society. This article explores how artists of the Neo-Geo movement thematised and reflected consumer culture and commercial aesthetics in their works.
The Neo-Geo movement, short for “Neo-Geometry”, was an artistic reaction to the increasing commercialisation and materialisation of society in the 1980s. Artists such as Jeff Koons, Peter Halley and Ashley Bickerton used geometric shapes and smooth surfaces to imitate and question the polished, shiny aesthetics of consumer culture.
A key aspect of Neo-Geo art was its critical examination of the relationship between art and commerce. Artists in the movement addressed the way in which art was increasingly treated as a commodity in a consumer-orientated society. Their works often reflected the superficiality and mass nature of consumer goods, encouraging viewers to reflect on the nature of consumption and the role of art in society.
Another important theme in Neo-Geo art was the examination of the visual language of advertising and branding. Artists such as Koons utilised the slick, glossy aesthetic of advertisements and product design to draw viewers’ attention to the seductive but often superficial nature of commercial design. These works questioned how commercial images influence our perception and desire.
In addition, the Neo-Geo movement used geometry as a means to address the increasing digitalisation and technologisation of society. Artists such as Halley used geometric shapes and bright colours to reflect the aesthetics of digital media and technological systems. These works offered a critical perspective on the way technology shapes our environment and our interpersonal relationships.
In conclusion, the Neo-Geo movement played an important role in the art of the 1980s. Through its engagement with consumer culture and commercial aesthetics, it offered a critical reflection of society at the time and remains relevant today in the discussion about the relationship between art, commerce and technology.