[Neo-geometric; Neo-minimalism]
Term typically applied to a diverse group of artists that emerged in New York during the mid-1980s, including Ashley Bickerton, Ross Bleckner, Peter Halley, Jeff Koons, Allan McCollum, Haim Steinbach, Philip Taaffe and Meyer Vaisman. Although the artists associated with this term differ greatly from one another, it is frequently used in relation to two tendencies: on one hand, to artists that simulated modernist geometric abstraction and, on the other, to a group of appropriation artists who borrowed imagery from contemporary consumer culture. The term has sometimes been characterized as a marketing ploy, but it has also appeared in many retrospective accounts of the period. It is sometimes described as shorthand for New Geometry or Neo-Geometric Conceptualism and is often used more or less interchangeably with commodity art, Neo-Conceptualism, New Abstraction and Simulationism.
“Neo-Geo” was first used in reference to a 1986 exhibition at the Sonnabend Gallery in SoHo that included Bickerton, Halley, Koons and Vaisman. These artists were particularly associated with the emerging East Village art scene at the time, and the exhibition was discussed as the beginning of a new movement that would displace Neo-Expressionism as the dominant trend in the New York art world. Many of the artists associated with Neo-Geo were discussed in terms of the then-fashionable ideas about Postmodernism and hyperreality, particularly in reference to the writings of Jean Baudrillard, and their art was often described as a challenge to modernist conceptions of artistic originality. A number of these artists engaged in appropriating existing images, practices and materials, but they frequently challenged the accepted significance of these elements or imbued them with new meaning. Artists like Halley and McCollum adopted the geometry of modernist abstraction, for example, but rejected its metaphysical associations and instead used it to address mass production or institutional power. Halley, in particular, described his Day-Glo abstractions as a response to the geometric unreality of the highways, the prisons and the circuit boards of the postindustrial world. Along similar lines, McCollum produced multiple plaster casts of monochrome paintings that he referred to as “surrogates,” and he then displayed them in groups to call attention to their unoriginality and their manufactured character. Artists such as Bickerton and Koons, on the other hand, were more preoccupied with the contemporary consumer culture than with the infrastructures of power. Bickerton’s ...