The first time I came across Geoff McFetridge, I wasn’t really prepared for it. About two years ago, I walked past the Joshua Liner Gallery in Chelsea and immediately stopped. It was the first week of his solo show It Looks Like It Says and I immediately loved every bit of it. I found myself staring at highly refined, literal scenes where geometric forms of shades of greys, blues, creams and pinks triggered something inside me.
McFetridge has a way of taking mundane, everyday scenarios and rendering them into cleverly abstracted, often humorous perspectives. By removing all the unnecessary elements and clutter in his imagery, his reductive style leaves a beautiful and bold simplicity, that is both familiar and accessible. His choices of geometric shapes and color become reoccurring elements in his pieces, leaving a lasting impression on the viewer. McFetridge teeters on the edge between surrealism and abstraction, and even his most straight-forward pieces challenge us to look at things differently.
“The idea is to make image-based work that lies between image and language. So that your visual cortex ‘reads’ these more as language, rather than seeing them as spacial or physical things. A way to induce a misfiring of your mind to create a connection, and manipulate the viewer in a way that creates a sort of resonance.”
Based out of Los Angeles, McFetridge’s work spans from graphic design, illustration, to animation, for clients such as Girl, Patagonia, Nike, The New York Times, Spike Jonze, Warby Parker and many more. To see more of how McFetridge’s story started and the process to his work, see video below.