It started over craps at the Horseshoe in downtown Las Vegas. New York art dealer Ivan Karp and I were rolling the dice, when he suggested we take a break. "Let's take a stroll down Fremont Street." Ivan was an avid gambler, Perhaps a habit he picked up when he was stationed at nearby Nellis AFB. By this time, he was THE promoter of American Pop Art; having already launched the career of Andy Warhol. Signage is an important marker in Pop Art.. And Fremont well as the entire valley of Las Vegas, is a world center of signage... Think The Strip, neon and Young Sign Company.


The evening ended with Ivan giving me the commission to photograph all of the motel signs in Las Vegas. This was in 1995. The large format Cibachrome prints made from 4x5" Fujichromes (125 total transparencies) were finally exhibited at OK Harris Works of Art in New York in 1996.

2018 © fredsigman//elearningmedia. All Rights Reserved