Weigel first grew accustomed to performing in theater. Throughout middle and high school she acted in plays and musicals, and she currently works as a theater carpenter in a set shop. However, she found performance art to be more visceral. With musicals and theater, there is a clear start and finish, whereas with performance art, there is really no cut-off between the performance and reality. “With theater,” she says, “the lights go out or the curtain closes. The music stops, the audience claps and the actors bow. With performance art, it is a little more complicated. Often there is no curtain to separate you from the audience, and no stage either.” The line between reality and performance grows blurry. Should the artist bow? Should the audience applaud? Should the artist wear a costume, or is what she is wearing already part of the costume because she is wearing it? It is this anti-theatrical aspect of art which guided several of her works, pieces she calls “immersive installations.” One such installation was Rosenberg Gifts. “We made the gallery look like a gift shop,” she explains. “It became a totally immersive experience where we totally changed the environment, which is something I learned to do while I was building sets.” Complete with glass cases, registries, and a small sign that said “Ask us about gift wrapping,” the gallery space was completely disguised as a bland gift shop that sold shirts and pencils emblazoned with the words “Rosenberg Gifts.” Also sold were some surprisingly chilling objects, like the brightly colored
and horribly withered ceramic arms hanging from the wall and five-dollar sympathy cards written with the prophecy “She will be felt from within.” Visitors could peruse and purchase items and candies at Rosenberg Gifts, participating directly with the art. They became the performers of the art, a part of the play. Essentially, Weigel had built a set, but one which both artists and audience could interact with. Building a gift shop—complete with tiling, counters, fluorescents—in the middle of an art space might seem disruptive, particularly when the rest of the gallery functions as a normal gallery. Moreover, the gift shop combines artwork with the capitalist forces that commoditize it in sometimes uncomfortable ways. In 2012, artist Tom Sachs’s Space Program: Mars premiered at the Park Avenue Armory; in the middle of the exhibit, he placed a fully-functioning, selfmade gift shop, not dissimilar to Rosenberg Gifts. To some critics, the gift shop’s abrupt presence was intrusive. In his review for The New York Times, critic Ken Johnson remarked that the items Sachs sold at his gift shop could be seen as extremely satirical or extremely capitalistic. The items sold were shockingly expensive and later issued, in limited edition, by Nike. Such integration can threaten the integrity of the artist, as critics question the artistic value of such a brazenly commercial enterprise. The gift shop as a work of immersive art can be the greatest piece of satire, or the greatest scam. Rosenberg Gifts sidesteps such criticism. For Weigel, the piece was more about challenging visitors’ expectations of a conventional gift shop. Traditionally, artwork is presented on a pedestal, or in a frame, bounded off from the audience. But immersive installations such as the ones Weigel creates aim to destroy that boundary.
With Rosenberg Gifts, the gift shop was the medium of the artist’s message. Because the gift shop is a place that people are comfortable and familiar with, the boundary dissolved, leaving behind a clear pathway between artist and audience to communicate via the odd relics of the shop. Every aspect of Rosenberg Gifts was handpicked by Weigel and her collaborators. Having complete control of this environment is both a form of power and subjection: power in controlling what the audience sees, subjection in conforming to the expectations people have of a conventional gift shop. Unlike galleries and exhibits, which forbid touch and interaction, the gift shop atmosphere relaxes human behavior back into the mimetic throes of commercialism.
The act of picking up, observing, and purchasing objects forces gallery-goers to behave differently. No longer were they passive observers of an untouchable piece of art, but consumers sizing up items for sale. But because people have preconceived notions of what a gift shop looks like, it was important for Weigel to replicate every detail—color schemes, lighting—in order for it to be completely believable. Then, once the stage was set for a gift shop of normal expectation, she threw in the quirks. Because the set was so realistic, these little anomalies would be the catalysts of the play. In the midst of showing me pictures of the exhibit, Weigel reaches into her bag, takes out a piece of candy, unwraps it, and places it squarely on the table. It looks like an enormous blood clot or a dried plum, then transforms under the fluorescent lights, appearing jewel-like. “This,” she says, “is a series of candy casts that I made of the inside of my mouth.” The candies, called Suckers, were available for purchase at Rosenberg Gifts for three dollars and fifty cents each. Suckers is a tangible expression of Weigel’s exploration of space—in this case, the pocket of air between the roof of our mouth and our tongue. In creating them, she drew inspiration from the contemporary artist Janine Antoni, who once made a mold of her body, filled it with chocolate, and licked it into shape. The idea of making a mold of a body part and filling it with something sweet creates an erotic element to the artwork. Filling in the gap emphasized the uncomfortable ways humans fit (or don’t fit) together. Suckers exists in three stages. Visually, it is peculiar—a lumpy tongue-shape. On the tongue itself, it is spicy—a pun on the sexiness of the piece. And physically, Suckers fits oddly inside the consumer’s mouth. Humans are not meant to fit perfectly together.