Steve Fitch - American Motel Signs III

Steve Fitch’s collection of photographs offers a unique insight into one of the most fascinating aspects of contemporary culture in the United States: the roadside motel sign. Like a road trip through the many faces of everyday America that have become ubiquitous in mainstream culture since the rise of scenic highways and byways crisscrossing the continent, this third edition of signs is at once documentary and nostalgic. Many of the motel signs reflect mid-century modernist conventions, with curvilinear forms and neon accents, in turn representative of post-war American society’s fascination with Space Age themes and a marketing emphasis on mobility and futuristic designs.