Lauren Moya-Ford TIME FRONT

TIME FRONT uses sign painting techniques typically used for window sign advertising, known as “window splash,” on Lawndale’s Main Street windows. Using time-based terms ubiquitous in public advertising, “NOW,” “SOON,” “NEVER,” “ALWAYS,” and “FOREVER,” on each window, the painting suggests an immediate sense of promise, contract, and urgency between the buyer/viewer and the seller/establishment. Though Moya Ford borrows from the language of public advertising, the terms gain a poetic character when removed from their corollary sales and products that leaves their interpretation and meaning more open and adaptable.