Two Part Neon Sign. 2011.

Through simple phrases spelt out in neon, Etchells creates miniature narratives, moments of confusion, awkwardness, reflection and intimacy in public and gallery settings. Encountering these signs, in the streets of a city or in the space of a white cube gallery, the viewer becomes implicated in a situation that’s not fully revealed, or a linguistic formulation that generates confusion or ambiguity. As often in Etchells’ work in these neons the missing parts of the picture are as important as the elements that are present. Invoking a story, or projecting an idea out-of-context, the work invites us in, but into what exactly we can’t be sure.