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Rinomina : PRIME


22 May 2021


If you don’t understand something search for it on YouTube“ ..

Every day thousands of people around the world make videos that they then upload to YouTube without giving them a specific title (e.g. 'day at the beach'). Thus, by searching YouTube for the subject of the work (IMG 2205, the number refers to the date of the inauguration of the Bourse de Commerce in Paris), we will find a completely unexpected list of content which is growing every day.

Starting from a dimension of permanent immobility, the work arrives at a "fluid" dimension capable of changing every day; a work of art that perfectly represents the complexity of our present, where the digital and analogue worlds are increasingly intertwined.

Luca Rossi chooses a form of ecology, he does not create the umpteenth work of art, he does not contribute to an overload of content of which we are all both creators and victims, but indicates a resilient way of seeing and ordering the content already produced every day. A form of resistance to the internet algorithm that always feeds us with "things that are the same as ourselves" and profiled according to our previous choices. Not only does the work change every day (videos increase daily), but it is the only way to see content that would otherwise remain submerged and invisible. Going from one of these videos to another means "training new eyes" and seeing a sort of contemporary "Sistine Chapel" that anyone can access. In fact, if we make a video and upload it to YouTube with the title IMG 2205 we will automatically participate in and contribute to the work.


  „Anything purchased on Amazon, collector's share

Order anything on Amazon and have it delivered to the Paris Bourse de Commerce at 2 Rue de Viarmes, 75001 Paris. At the time of delivery, be on the doorstep of the museum and pick up your package.
Open the parcel, send us a photo of the object and we will send you a certificate of authenticity proving that the object is part of a limited edition work of art by Luca Rossi. The certificate will be issued in only 20 copies. Each certificate costs 100 euros and can be purchased on this page through PayPal.


If in the last century the focus was on the content and on the work of art (modern and postmodern period) since the symbolic date of 11 September 2001, the content has lost its relevance in favour of a system around it (altermonderna phase theorised by Nicola Bourriaud).
In the last 20 years, the management of information (production, consumption, manipulation) assumes a predominant role so that each of us can find, buy and create the content we want.For this reason, the conventional role of spectator loses its defined characteristics to converge into a hybrid role where all the roles of the system merge and get confused: artist, spectator, curator, critic, press office, up to collector of one's own vision. Luca Rossi represents this fusion and confusion of roles: anyone can be "Luca Rossi".

Google, Facebook, Amazon and Apple are not interested in content. For example, Amazon is not interested in what we buy, Google is not interested in what we search for, and Apple is not interested in what we do with our mobile phones. In the world of contemporary art, too, anything can be interesting these days, and what gives value to the work are the places and the public relations that support it. So in this case too, it is the system around it that counts.

This is why Luca Rossi chooses to radicalise this condition and go beyond the concept of the ready-made. Any object can be part of a limited edition of just 20.The object chosen directly on Amazon by the buyer will obviously blend into the private dimension of the collector. Usually, a work of art is always a "message in a bottle" that the artist leaves in the collector's home. In this case it is not, because the work has been chosen directly by the buyer. The work of art camouflages itself in the interstice of solitude and silence of which Gilles Deleuze speaks when he says that people do not need to express themselves, they do it too much; but they need interstices of solitude and silence to finally say something true. What is true in a condition in which the truth of facts corresponds more and more to the way in which those same facts are communicated?

We are forced to express ourselves at all costs, otherwise we exist a little less. We could say 'post therefore I am'. But this communication takes place in a small room with 100 other people talking at the same time, and thus amounts to a form of dictatorship in which nothing can be communicated and nothing can be understood. Gilles Deleuze also speaks of the creative act as an act of resistance: Luca Rossi resists, deciding not to create anything and leaving the choice entirely up to the buyer of the work of art. This work therefore represents a form of resistance to a devious dictatorship that places us in a condition of suffocation and anaesthetisation caused by the information overload of which we are all producers and consumers.

As in the first intervention (IMG 2205) Luca Rossi resists the creative act and determines an "ecological" system of awareness around the work. In both cases the final contents of the two interventions are completely out of control and unexpected for the artist himself. After all, in the videos we see following the title of the first intervention, we already find everything: art, life, performances and completely unexpected works of art. Just as on Amazon, anyone can choose the thing they prefer.

In the first case a way is suggested to purchase the contents that are already produced in the world in an abnormal way, while in the second case the artist decides not to compete with the possibility of totally customising the content, an overload of information that only gives us the feeling of being able to express ourselves freely at any time.  Precisely because this possibility of expression is nowadays equivalent to talking in a room with 100 other people at the same time. The risk is not to be able to grasp anything, and be enabled to communicate anything. Faced with these two dangers, the artist must bring a new awareness into play.

"The problem is not to permit people to express themselves, they do it too much; rather it is necessary to provide for them interstices of solitude and silence so that they can finally say something true."  Gilles Deleuze


With: Luca Rossi