Les Levine | Levine’s Restaurant

Les Levine

Levine’s Restaurant

Filderstadt, Germany: Edition Domberger, 1969

50 x 65 cm.

Edition of 100

The artist as restauranteur has a long and rich history that includes Tina Girouard, Carol Goodden and Gordon Matta-Clark's FOOD, Jon Rubin’s Conflict Kitchen, Damien Hirst’s Pharmacy, EYE SCREAM by N.E. Thing Co., and Al’s Cafe by Allen Ruppersberg. Levine’s Restaurant preceded them all, and began as a proposed trade. 

Mickey Ruskin, the owner of Max’s Kansas City, approached the artist about trading an artwork for a tab at the club. Levine replied "Well, I'm a conceptual artist, so what can we do in relationship to that?"

From March to September 1969, Levine operated Ruskin’s 19th Street and Park Avenue South property as "New York's only Canadian restaurant". The venue featured "deplorable food and dismal light.” Some examples of the former include Salmon Steak Halifax, Chopped Chicken Liver Levine, and London Broil.

Levine viewed the restaurant as a kind of space-age Howard Johnson’s for tourists, but Ruskin hoped to corner the "meat-and-potatoes artists’ trade”. The decor revelled in its tackiness, with plastic light fixtures, kelly-green tablecloths, black walls, and white plastic bucket seats. The waitresses wore bowling team T-shirts, and the bartender was chosen because he was bland. 

This Edition Domberger boxed portfolio commemorating the project includes nine screen prints, a plastic sculpture of potato latkes, a bag of lentils, a stack of postcards,  a 26-inch-wide illuminated plastic sign, a T-shirt, and tablecloth, each signed and numbered (excluding the postcards and lentils), 

"Around the same time he presented “The Big Eye,” Levine issued a press release announcing the opening on St. Patrick’s Day 1969 of the Irish-Canadian-Jewish eatery Levine’s Restaurant. Initiated by Mickey Ruskin, proprietor of Max’s Kansas City, and designed by John Brockman, the restaurant could nonetheless be considered another instance of systems aesthetics from Levine’s artistic menu, this time using his name and biography as the conceptual backdrop to a “relaxing, pleasant environment”—albeit one where closed-circuit television had been installed to monitor each table. The place, contemporary with Allen Ruppersberg’s similarly conceptual Al’s Café in Los Angeles, was a total failure and closed after only a few months. Looking on the bright side, Burnham, ever a champion of the artist’s endeavors, found the work successful in terms of its further radicalization of the concept of the environment and in its direct engagement with the art world. He hailed Levine’s “ability to reify art as social context, that is, to create art out of whatever concerns art.”

- Tom Holert, Artforum