26.03.25
Modern gothic, flâneur, Stock-image-text-post
Gili Tal at Terminal Projects
"The department store is the last promenade for the flâneur.” –Walter Benjamin, The Writer of Modern Life: Essays on Charles Baudelaire (2006)
In 1900, French photographer Eugène Atget (1857-1927) began photographing the city of Paris following its rapid reshaping and modernisation, a process known as Haussmannization. The medieval topography of Paris was razed and flattened to make way for vast, leafy boulevards. “Vieux Paris” [old Paris] was hidden behind the muscle of a new industrial century. Nostalgia for a pre-revolutionary past swiftly emerged amongst artists. A longing which, though not identical, came close to an eighteenth-century British fetish for the Medieval that led to the construction of neo-catholic garden follies.
Atget, operating as an unknown at first, became a hero of the Surrealists (alongside Baudelaire, the thought of the wandering “flâneur” was an aphrodisiac). They favoured his work as it exalted ideas of looking closer. His work often captured the beauty of the purely urban object; the more dated and abject, the better. A 14th-century statue of Saint Riquier is captured with the same sentimentality as an art nouveau stairwell; these objects are lonely remnants of Parisian history, caught in the tumult of a rapidly modernising city. They are heady symbols cast aside, relit by an old man with a perchance for the inanimate.

Eugène Atget, Saint Riquier; Somme, Before 1899. Source: MoMA
Urbanity and its discontents form the subject of Atget’s photographs and the work of contemporary artist Gili Tal, who recently opened a billboard at Terminal Projects, London. Located on Tunnel Avenue in SE10, the project space invites artists to produce a work which covers the extent of a large billboard. Tal’s iteration, Leporello (9th February - 9th May 2025), is a photo collage of individual panels from different branded hoardings, large temporary boards constituting a fence cordoning off perimeters of construction sites. Private construction companies can use hoardings to advertise their product (developments) and to create, as City hoardings states: “powerful on-site brand awareness.” These images are presented in a “Leporello” book format that unfurls across the board.
Tal’s work frequently re-adapts corporatised urban images, whether a stock photo or an architectural render, in her appraisal of the marketability of the urban environment. Her 2022 show at Cabinet Gallery, You May See Butterflies, featured a series of heavily pixelated oil paintings of red double-decker buses, their advertisements now unreadable. Leporello can be read left to right, its form denoting the unfurling of a story. Tal positions the book so that its sections diminish in size. The digitalised structure occupies the billboard as both storybook and likeness of actual hoarding fences; blurred figures move across a post-recession restaurant interior; a girl in a red raincoat blows bubbles behind a scaffold; a bird sits overlooking a dismal landscape; a semi-abstract image of a woman on an Ikea chair; a bloody-mary; a close up image of apples; children running; a silhouetted, suited figure recedes into the distance. The genre of stock images which depict smiling, picture-perfect occupants tends to capture an acute nothingness. Corporatised ghosts rather than people, trapped within a spectacle of fantasy; construction of a faux-reality presumably only achievable through the purchase of one of these high-rise buildings typical of London’s construction boom. eporello contains photos of photos which verge on the hazy incompletion of a Google photo grid that asks you to identify a zebra crossing: “Are you human?” Tal’s work sits between Steyerll’s concept of the “poor image” and Atget’s castration of the urban object from its aura, where by means of reproduction “Even the unique is made to yield up its uniqueness.”

Eugène Atget, Avenue des Gobelin, 1925. Source: MoMA
Leporello uses a clever, or dadaist, framing of words that emphasises its overall principle of Détournement (situationist prank):
“Relocate”
“Rent Extraordinary”
“Connect”
“Work”
“Live”
These words accentuate the meaningless semiotics of advertisement, a spectacle which fascinated the Surrealists, too (Andre Breton became obsessed with how the descriptive words “BOIS-CHARBONS” sat alongside their referents, illustrations of wood and coal in advertisements on Parisian streets). “Connect” or “Live” are equally offbeat quotations, descriptors of goods whose sole communicatory purpose is eventual saleability.
It may seem perfunctory to outline, but text over an image is having a renaissance due to its complete unseduction. The kind of apparent aesthetic genre that plants word-art text over an unrelated image has populated the imagination since Ed Ruscha.

A stock image of Ed Ruscha’s work, 'The Final End', 1992. Source: alamy
A heydey was reached in the era of Tumblr-platinum images and has culminated again in the “Macro” works of Penny Goring at Arcadia Missa, tik-tok nostalgists, Instagram bloggers and contemporary artists like Tasneem Sarkez, Ana Viktoria Dzinic and Dean Sameshima. Something about the stock image presents a shock of unexpected serotonin by its farcical nature; the addition of ironical or falsely poetic text is the cherry on top. In 2025, Instagram has added six new fonts to its story settings, including “Neon” and “Typewriter.”
Atget romanticised the early trappings of capitalism - so too, does Tal. Taking these images out of their context allows them to lose enough of their original function for us to take stock of their alienating principles, their guise of neoliberalism. To the knowing eye, Tal highlights a comedic irreverence that aesthetically appeals to the text post-consumer. The early 20th-century flâneur turned toward the department store for inspiration in the cityscape - today, we turn into the ironically situated capitalistic image.
This is not to say that Tal’s work resides in or performs the same function as Atgtet’s. Instead, I’d agree with Tal’s placement in the genre of Modern Gothic alongside artists Merlin Carpenter and Morag Keil, a category coined by Contemporary Art Writing Daily to describe the work of contemporary artists as “Metastasized banality…the world reflected without charm or aesthetic bandaid."
Much of Modern Gothic feels like art that pastiches capitalism: as fear for the supernatural is replaced by fear for the corporation, we become spectres of society, analogous to Atget, capturing the eerily silent and violent accelerationism of the urban setting. Leporello appeals to the flâneur, the passerby, the jaded observer who is ultimately the primary arbiter of this new word art supremacy; she sees the text posted on her feed and laughs; she sees it plastered across a hoarding and feels oppressed.
The imposed category of Modern Gothic adapts the traditional gothic tropes, alienation, unheimlich, fear, and monstrosity, into our current climate of anxiety. Like the traditional Gothic - this is done by an appeal to beauty, to the sublime. Tal achieves this sublimity - the subtle unfolding of a storybook, the poetic, Tumblr-esque inertia of the words “Live” contrasted against the threat of a brash, pink “Relocate.” What could be more anxiety-inducing than the false promise of security? A smiling face devoid of feeling? A paid actor? A machine? A kitschy font plastered across a dated image? Leporello heralds in a new gothic fashion which palpates our fear faculties by visualising, with irreverent humour, a salutary estrangement between (wo)man and his environment.