Challenging Wellness Narratives: Unveiling the Reality Behind Self-Improvement
Delve into Nora Turato's exhibition in Los Angeles that challenges the prevalent belief in our ability to achieve better health, happiness, and authenticity in our lives.
Nora Turato is questioning the authenticity of positive affirmations and productivity. She is skeptical about whether they truly have a positive impact. She also has doubts about the effectiveness of longevity pushers and life coaching, calling them "the biggest pyramid scheme out there."
For the past two years, the 33-year-old Croatian artist has been exploring the world of healing, self-development, and self-optimization. This journey has led to her latest solo show titled "it’s not true!!! stop lying!" at Sprüth Magers’ Los Angeles gallery. The exhibition serves as a response to the wellness industry and its claims.
The project is rooted in Turato's examination of the "collective unconscious on the internet," which she discusses during a Zoom call from her studio in Amsterdam. She delves into the way we absorb information from the overwhelming amount of content in our surroundings, whether it's from common phrases, personal messages, advertisements, news, social media videos, conversations we overhear, or our own thoughts. These collected fragments are then used to create books, text panels, and performances that have been showcased at prestigious institutions like Vienna's Secession Building and the Museum of Modern Art in New York.
33-year-old Turato’s take comes not only from a millennial mindset, but also considers her own post-communist upbringing in Zagreb, Croatia.
33-year-old Turato’s take comes not only from a millennial mindset, but also considers her own post-communist upbringing in Zagreb, Croatia.
Robert Wedemeyer/Courtesy Sprüth Magers
In late 2022, she took the stage to perform her one-woman show "pool 5" multiple times during a two-week period. The performance was a mix of captivating storytelling and clever humor, showcasing Turato's ability to seamlessly transition between different characters - from a marketing expert to a fake fortune teller - with impressive speed. Alongside the live show, she also released a special book, her fifth collection of linguistic tidbits, which featured a unique typographical design influenced by her background as a graphic designer (she completed her master's program at Werkplaats Typografie in Arnhem, the Netherlands, in 2016).
Sethembile Msezane
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This photograph, inspired by a dream, has become a symbol of a protest movement that aims to bring about transformation. The artist behind this work, Turato, has drawn inspiration from advertising techniques and the influential work of American artist Barbara Kruger. Kruger, known for questioning and changing societal systems, has influenced Turato who also incorporates her millennial perspective and post-communist upbringing into her art. Born in Zagreb, Turato describes her home country as a unique blend of Eastern Europe and the West. As a child, Turato had a performative streak, pretending to be a radio, which has influenced her work as an artist.
Much of the show is formed of typography on wall-mounted enamel panels.
Much of the show is formed of typography on wall-mounted enamel panels.
Sprüth Magers co-founder Philomene Magers believes that Nora's work has a powerful impact on viewers. She noted that Nora's art reflects people back to themselves, like looking into a mirror. After seeing Nora's work at her Berlin show last year, Magers was impressed and thought it would be a perfect fit for Los Angeles. She feels that Nora's art will deeply connect with the audience in LA.
In a city known for self-improvement, "it’s not true!!! stop lying!" explores Turato’s mixed feelings about the idea that we can better ourselves. One wall panel boldly declares: "Sleep / it’s good for you!" Another questions: "I know we are all into woo here, but homeopathy is fake, right? Right!" Additionally, three black and white wall paintings assert: "authenticity", "haha", "speaking my truth!!!"
Turato shared, "I'm not sure what to believe about authenticity, or if it even exists, but I constantly hear the message to be authentic." The pressure to define one's identity is overwhelming and perplexing in today's society.
For the past four years, Turato has been collaborating with Hollywood dialect coach Julie Adams. This partnership has led to a period of self-reflection for Turato. "Working on my voice made me start thinking about myself," she shared. "It prompted me to explore different therapies to improve my work."
Gallery co-founder Philomene Magers said “Nora’s work puts people in front of a mirror."
Gallery co-founder Philomene Magers said “Nora’s work puts people in front of a mirror."
Robert Wedemeyer/Courtesy Sprüth Magers
She lists various therapies she has tried, such as Tomatis sound therapy, EMDR, Internal Family Systems, Feldenkrais Method, and Holotropic breathwork. Each therapy serves a different purpose, from processing traumatic memories to mindful movement. One therapy involves hyperventilating for three hours with eyes closed to music. She realized that the focus shifted from work to self-care. As Turato explores different therapies, she embodies both a consumer and a critic, navigating conflicting viewpoints within herself.
2002, Leeâs Summit, MO (USA)
2002, Lees Summit, MO (USA)
Kiel Oleson/Electronox/Courtesy Thames & Hudson
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At the opening of the LA show, Turato's performance was a mix of melodrama and dark humor. She shifted from a wellness guru preaching about facing fears and inner healing to revealing her own vulnerabilities, saying, "I was so focused on healing and figuring out my traumas that I forgot to just live my life."
Turato's journey towards self-improvement has led her to take a digital detox. She proudly announced, "I've disconnected from the online world. I switched to a basic phone. I needed a break." When asked if she feels any different, she admitted to feeling "maybe less anxious." Following the LA show, she plans to embark on a 10-day hike in the Mojave Desert with her husband, seeking a new offline experience. As for how this change will reflect in her work, Turato remains uncertain. She pondered, "It could be just a phase, but it's an intriguing one nonetheless."
“it’s not true!!! stop lying!” is at Sprüth Magers Los Angeles (spruethmagers.com) until April 27, 2024
Editor's P/S:
Nora Turato's skepticism towards the wellness industry challenges the conventional wisdom surrounding self-improvement and personal growth. Her exhibition, "it's not true!!! stop lying!", serves as a critique of the pervasive claims of longevity pushers and life coaches, which she deems a form of "pyramid scheme." Turato's work prompts us to question the validity of these industries and the underlying motivations behind them.
Turato's exploration of the "collective unconscious on the internet" delves into the overwhelming information we encounter daily. She highlights how we absorb fragments from various sources, shaping our perspectives and identities. Her use of typography and text-based artworks effectively conveys this bombardment of information, creating a sense of urgency and reflection. By exposing the contradictions and fallacies within the wellness industry, Turato invites us to reconsider the pursuit of authenticity and self-optimization, urging us to embrace a more holistic and balanced approach to life.
