Tower of Now is a collaborative work of the Icelandic artists Hekla Dogg Jonsdottir and Sirra Sigrun Sigurdardottir. The Tower of Now was our contribution to No Soul for Sale, Festival of Independents that took place at the ten-year anniversary of Tate Modern in London 2010, on that occasion the tower was made in relation to the space and architecture of the Turbine Hall.
Tower of Now, was constructed from hundreds of unfurled heat-sensitive cash register rolls weighted down by Icelandic 10 krona coins. Conceived in the context of the festival, the museum, the city of London and the turbulence of social changes in the wake of economical meltdown of our native country. Alluding The Monument, built to com- memorize The Great Fire of London (1666), which is a scientific instrument disguised as a work of art. Tower of Now symbolizes the potentiality of clean slate, high hopes and visionary dreams. At same time the materials signal in their compelling simplicity scrutinizing of current global conditions. This time Tower of Now has been fitted to one of the exhibition spaces of Galeria OMR in Mexico City and instead of the Icelandic Krona, the Mexican peso was used as a weight to hold the blank cash register rolls down.