In 1972 the De Saisset Art Museum at Santa Clara University in the San Francisco
In 1972 the De Saisset Art Museum at Santa Clara University in the San Francisco Bay Area gave the artist Tom Marioni several hundred dollars to help cover expenses for mounting an exhibition of his work at the institution. Instead of using the money to purchase art materials, Marioni bought an older model used car, a Fiat 750, which he carefully maneuvered into the museum for the opening of his show. The vehicle, parked on top of an oriental rug, formed the centerpiece for this exhibition, titled My First Car. Was this really art, or was it a scam to get the museum to pay for a car the artist wanted? After learning about the show, the University President concluded that it was more of the latter and ordered the show closed. Presumably he was put off by how My First Car profited Marioni without involving any technical skill or hard work on the part of the artist.
Not just a prank
Marioni’s work was in many ways typical of the late 1960s and early 1970s art practices that came to be known as Conceptual art. As the term suggests, Conceptual art placed emphasis upon the concept or idea, and deemphasized the actual physical manifestation of the work. Thus an artist did not need manual skill to produce his work, and in fact could get away with not making anything at all. Rather than being a mere prank (as many dismissed it at the time), Marioni’s work was a proposal for a new kind of art that deliberately disavowed art’s traditional role as a showcase for the creative genius and technical abilities of the artist.
Marioni’s appropriation of a car is only one example of a number of very diverse art practices that are grouped under the term Conceptual art. Refusing to work in any one medium, and especially hostile to the painting and sculptural traditions in Western art, Conceptual artists would broaden their approach to art-making to include just about any material: text, photography, found objects, and even the physical space of the gallery, as long as there was a conceptual dimension that emphasized a set of principles or process involved in producing a given artwork, rather than a finished product.
Take the artist Mel Bochner’s Measurement Room, for example, a work that consisted of labeling gallery walls with numbers to indicate each wall’s dimensions. In the place of attractive objects and captivating imagery, Bochner presented emotionless, mechanical text overlaid onto a pre-existing space. Art’s new role, as proposed by Conceptual artists, was to convey information in the most straightforward, objective manner as possible and to engage the viewer within their immediate environment (instead of presenting a transcendent and imaginary world that accentuated the pleasures of looking).
Minimalism as precursor
Conceptual art constituted a dramatic departure from traditional art-making, but it did not come out of nowhere. Minimalism, the movement that directly preceded Conceptual art and the style that dominated the 1960s, conceived of art not as someth