Neon Sign. 2010.

Through simple phrases spelt out in neon, Etchells create 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. 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 into the situation of the work invites us in, but into what exactly we can’t be sure.