Let's Pretend - Neon Sign - 2008 by tim etchells - conceptual art

by tim etchells 

The simple phrase spelt out in the sign invites a complicity with its author, proposing an act of shared denial or deliberate and very public forgetting. The ‘this’ referred to however – the situation, event or encounter we are invited to forget- can’t be fully inferred or understood from the information supplied. In the ensuing confusion even the viewer’s encounter with the work is threatened with the possibility of erasure.