The making of "Chocolate Room" | Ed Ruscha | HOW TO SEE

How do you screen print with chocolate? Go behind-the-scenes to follow the preparation for the largest iteration of Ed Ruscha's "Chocolate Room" in the exhibition "Ed Ruscha Now / Then." We follow La Paloma Fine Arts, Inc., the family-owned fabrication business who has worked with Ruscha for decades, from testing printing techniques in Los Angeles to setting up a delicious-smelling print shop in the galleries at MoMA.
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The comments and opinions expressed in this video are those of the speaker alone, and do not represent the views of The Museum of Modern Art, its personnel, or any artist.
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[@hhhhhhh2385]

how delightful! the chocolate blooming and screenprinting complications are fascinating! must smell a treat!

[@sacdigitaldesignweb]

Organic material in creative process has been my focus for the past ten years. I’m still in love.

[@sirpoppinchuck]

Man I’d like to see it n smell it! Next one is a room of ice cream dreams!!! 😁😁😁

[@hannawagenknecht6378]

Wonder,Wonder,wonderful( and sweet)😮😊

[@artpatico]

Fascinating clip. Ed Ruscha 💯🍫

[@valelachuula]

ed ruscha is so cool

[@archiechoke23]

So good!!

[@JJONNYREPP]

The making of Ed Ruscha's "Chocolate Room" | HOW TO SEE 1849pm 10.11.23 printed on sugar paper we could all have had a bite and ingest his art and expell his art... i mean, flatulence bring the ultimate disposable art form would suggest: why not go a step back.........................and it would be more than a smell that invaded you, sir...

[@wendymaring]

🤩

[@aquelpibe]

Brazilian Vik Muniz comes to mind.

[@kaspertfng]

💡

[@SilverPennyArtisans]

How long will this be @ MoMA?

[@themuseumofmodernart]

The exhibition is up through January 13, 2024. Hope you can come visit!

[@rachelsremedies2602]

The Moma has wonderful master pieces , but it a hang out for teenagers! 😡😡😡

[@waxwax8781]

The downside of moving nearly two decades ago is not being in the same place at the same time as Ed, Paul & Shane. One must understand that in his studio, there were singular works in progress that were hung just as high as the highest shown here. While this is certainly not the first medium Ed used that was comprised of foodstuffs, I just as certainly hope it won't be the last. As to concerns of well-meaning, per capita chocolate consumption in US is approx.10 pounds per annum. In the meantime, I'm enjoying this feast for the eyes.

[@waewsrdtfygu]

willy wonkas chocolate factory comes to mind!!!

[@g.s.4321]

Does the installation still smell like opening a chocolate bar?

[@itzparalax9661]

Probably not it’s been like 3 months

[@ericcarabetta1161]

If I pay extra, can I lick the walls? Or, better yet, can I create a piece of performance art, and eat one of the wall panels?

[@sirsplintfastthepungent1373]

But do the schnozzberries taste like schnozzberries?

[@Joseph31c]

Who is he quoting when he says ‘Having an idea and following it blindly’ Blind faith…?

[@oscarp4328]

😐

[@ailinghaemi514]

Isn't it so much waste .....?!! Beautiful but really feels like waste of food !

[@astrorobinson3716]

Eeegh.

[@mr.malapropismus1220]

A multimillionaire painting with food because he's bored with regular paint, while 44 million people in the US face hunger, including 1 in 5 children. Bourgeois culture at its most vain, like it or not.

[@kenliu6117]

I’m at a loss here. It’s not really food, but it’s still wasteful. Imagine showing this video to the cacao farmers living in poverty. In a way this art is supporting modern day slavery that’s an open secret in the cacao industry.

[@echoinsahara]

my thought exactly. I hope they paid the farmers well. And what do we learn from it? Chocolate can be used as paint?

[@oyvey764]

I do not think it's wasteful if you think of it as ART. You could say it is wasteful to use any plant pigment to create colour for paints. etc... Would you say it is a waste of mirrors to yayoi kusama and he infinity rooms? if you watch to whole video there is thought behind the process and creativity. And not to mention that the effect it beautiful.

[@mr.malapropismus1220]

✊✊✊

[@justinkemmerer1346]

Most companies (like Hersheys) have started co-ops with cacao farmers to help solve that problem. Wages and standard of living have been steadily increasing, but that’s not to say the problem has gone away. Just because we’re not eating the chocolate doesn’t mean it doesn’t benefit the cacao farmers

[@dell-tone6472]

Hot take! U.S. consumers eat about three billion kilograms of chocolate confectionery every year, but you blame Ed Ruscha.

[@celebratelife8436]

this is so ridiculous....

[@KS-xz2rq]

The old masters are so terribly angry in their graves.Do not mess with my mind , this is surely not art by any stretch of imagination.

[@JJONNYREPP]

The making of Ed Ruscha's "Chocolate Room" | HOW TO SEE 1840pm 10.11.23 one of the worst colours to ever have been contrived... even brown clothes are vile... it's a vile colour. therefore i can't engage with this.

[@olgaminina]

I came up with a brilliant idea😂🤌 thanks