Subtle. Neutral. Understated. Blends in. It seems impossible that these would describe an 80 feet wide, 20 feet high wooden structure. But Chicago artist Matthew Hoffman has succeeded in doing so with his art installation “These Moments” for Pitchfork Music Festival 2012. To make this visual art component of the music festival a reality, Pitchfork organizers partnered with Johalla Projects, an arts venue that has worked to promote emerging fine artists in Chicago for the past three years.

Johalla Projects’ organizers say their goal at Pitchfork was to “positively shift the mood and environmental
aesthetic of the festival and make the experience as much about the effects of
ambiance and atmosphere, as the music.” They hope attendees “will be
inspired to take a step back, enjoy their surroundings and remember the moment.”

A time-lapse video of the “These Moments” piece’s construction has been blowing up Pitchfork-related online feeds.

View it here: http://www.youtube.com/watch?v=7_Xir6FJnRM&feature=plcp and see our photo of the installation @BH_Arts on Twitter.