The Barbara Kruger exhibition titled Another day. Another night. has officially opened at the Guggenheim Museum Bilbao, running from June 24th to November 9th, 2025. This powerful show is the artist’s first major survey in Spain, and it spans over fifty years of provocative work that continues to redefine how we perceive language, identity, and authority in the visual age.
This Barbara Kruger exhibition immerses viewers in a charged landscape of bold graphics, large-scale vinyls, soundscapes, and video installations. Kruger’s hallmark—white Futura Bold text on red or black backgrounds—is unmistakable throughout, creating a visually commanding atmosphere that encourages deep reflection. From early paste-ups to recent multimedia works, the Barbara Kruger exhibition transforms language into both shield and weapon.
Known for iconic phrases like I shop therefore I am, Kruger dismantles consumer culture and power structures through the lens of advertising aesthetics. A newly commissioned site-specific installation adds localized relevance to the Barbara Kruger exhibition by incorporating Spanish and Basque language, engaging directly with Bilbao’s own sociocultural identity.
A key highlight of the exhibition is Your body is a battleground, where a split portrait invites discourse on gender, autonomy, and the fragmentation of self. Meanwhile, Untitled (Forever) wraps the gallery in scrolling proclamations, creating a sensory overload that mirrors our hyper-mediated world. Both works encapsulate the confrontational yet poetic spirit of the Barbara Kruger exhibition.
As curator Lekha Hileman Waitoller notes, the Barbara Kruger exhibition resists passive viewing. Instead, it demands that we question the forces shaping our language, behavior, and beliefs. It’s a call to awareness, executed with precision and urgency.
At once visually immediate and intellectually rich, the Barbara Kruger exhibition at Guggenheim Bilbao is more than a retrospective—it’s a manifesto for critical thought in an age of distraction. Through her signature fusion of art and activism, Kruger continues to challenge and captivate with a voice that feels more vital than ever.
Courtesy of BARBARA KRUGER, SPRÜTH MAGERS, and DAVID ZWIRNER
Courtesy of BARBARA KRUGER, SPRÜTH MAGERS, and DAVID ZWIRNER
No Comment; Installation view, AROS AARHUS KUNSTMUSEUM, Aarhus, November 29, 2024–April 21, 2025
Courtesy of Barbara Kruger, AROS AARHUS KUNSTMUSEUM and SPRÜTH MAGERS; photography by ANDERS SUNE BERG
Courtesy of BARBARA KRUGER and SPRÜTH MAGERS
Untitled (No Comment), 2020 [4 video stills]. Three-channel video installation, color, sound, 9 min. 25 sec.
Courtesy of BARBARA KRUGER and SPRÜTH MAGERS
