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As part of its commitment to cultural engagement, Occident is proud to support exhibitions like the one dedicated to American artist Barbara Kruger at the Guggenheim Museum Bilbao—an exhibition that showcases her powerful oeuvre, which combines striking visual impact with a piercing analysis of contemporary reality. Kruger has gained wide recognition over the years, particularly for her signature style that combines black-and-white imagery with bold, provocative text—either written by her or drawn from various sources. These texts, which often confront the viewer directly through the use of the pronoun “you,” have appeared not only in exhibition spaces but also in broader social contexts. By using formats like billboards and magazine ads, Kruger captures the attention of viewers who might not be the typical audience of this kind of artistic expression. In doing so, Kruger pushes the boundaries of contemporary art while broadening both her reach and influence.
The Guggenheim Museum Bilbao proudly presents the first comprehensive survey of Barbara Kruger’s work in Spain, an ambitious exhibition that brings together over four decades of the artist’s radical explorations of images, language, and power. Sponsored by Occident, Barbara Kruger: Another day. Another night. offers a profound examination of how the artist’s practice-deeply embedded in mass communication and cultural commentary-continues to evolve in the digital …
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Image above: Barbara Kruger, Untitled (Forever), 2017/2025, Digital print on vinyl wallpaper and floor covering. Installation view, Barbara Kruger: Another Day. Another Night., Guggenheim Museum Bilbao, Bilbao, June 24, 2025 – November 9, 2025, Courtesy the artist, Guggenheim Museum Bilbao and Spruth Magers.
