General Idea

General Idea was an artistic collective active from 1967 to 1994 in Toronto and New York, formed by three Canadian artists Felix Partz (1945-1994), Jorge Zontal (1944-1994) e AA Bronson (born in 1946). Always keen to subvert the forms of popular culture (television programmes, mass media, exhibition halls, shops), they use unconventional means such as postcards and publicity posters. From the 1980s, General Ideal concentrated their efforts on the AIDS phenomenon, which struck America in those years. The three artists stigmatised in particular the American government’s criminal silence with regards to the epidemic: departing from artist Robert Indiana’s LOVE, a work steeped in our collective consciousness, General Ideal created a new version, substituting the word ‘LOVE’ with ‘AIDS’, thus normalising and spreading awareness of the word.

In 2015 General Idea’s work was presented in Tenderboooks, at the Maureen Paley Gallery in London, at the Esther Schipper Gallery in Berlin and at the Musée d'Art Moderne de la Ville de Paris (2011). Three canvases from the White AIDS series were shown at Palazzo Grassi in the exhibition, "The Illusion of Light" (2014-15).