General Idea



General Idea was founded in 1967 in Toronto by AA Bronson (b. 1946), Felix Partz (1945-1994), and Jorge Zontal (1944-1994). Over the course of 25 years, they made a significant contribution to postmodern and conceptual art in Canada and beyond.

The group was both prolific and multi-disciplinary long before it became de rigueur. They worked across a wide range of media including photography, sculpture, painting, mail art, video, installations, multiples, and performance.   

With their subversive approach and interest in parody and appropriation, General Idea addressed a broad range of social (and art-world) issues such as the cult of the artist, mass media, queer identity, and consumerism.

Thematic continuity was a key element for General Idea, who utilized longevity as an avenue to delve deeper into, build upon, and evolve with the complex and nuanced subject matter they took on.

Perhaps their most iconic series is their appropriation of Robert Indiana’s “LOVE”. General Idea subverted his iconic work to read "AIDS" using the same font and bold color arrangement of red/green/blue as the original. 

This distinguishable trio of colors became a mainstay in General Idea’s AIDS-related works, creating a logo that would signify the power and ubiquity of the disease. 

“Coeur Volant” is an outstanding example of General Idea’s use of appropriation from this era, "infecting" the original work by Marcel Duchamp of the same namesake. Here, General Idea replaces Duchamp's blue and red palette with their now-ubiquitous red/green/blue, another iconic work falling victim to contagion.

Ignorant of the reference to Duchamp, the arrangement of four “fluttering” hearts is remarkably pleasing, almost decorative. Like many of GI's best works, on the surface, the work can seem playful and reverential, when in fact it is conveying something far more sinister or cynical. 

Conversely one could argue that the appropriated hearts represent something more optimistic, that the repetition of the shapes is signifying love, empathy, brotherhood, or unity. 

In 1994, two of the members, Felix Partz and Jorge Zontal died of AIDS. General Idea's surviving member, AA Bronson, continues to practice as an independent artist and oversees the representation, exhibition, and reedition of General Idea’s work internationally.

Questions about this piece? Contact us or call +1.416.704.1720. Visit our Toronto gallery on Thursdays or by appointment.

“Coeur Volant” 

Canada, 2000

Signed AA Bronson, titled, numbered, and dated 2000 by the artist

From an edition of 30 

18”H 18”W (work)

Very good condition

Note: this work is sold unframed. Edition number may be different than photographed example. 

- Where does the inventory ship from?
Our inventory is divided between New York and Toronto. 

- Where do you ship to?
We can ship anywhere. Typically when we ship within North America we prefer to use FedEx or DHL. To Europe, Asia and beyond we generally use DHL. 

- How much does it cost to ship?
For shipments within North America, we typically charge a flat rate fee. Many items on our site will list the rate. For shipping outside of North America, we can easily provide a quote and will look for the most efficient and economical option.

Most of the items on our site can be easily shipped internationally.

Occasionally we will recommend that an artwork be removed from its frame for shipping. Larger framed works are typically framed with plexiglass. We export over 80% of what we sell, so we are comfortable shipping anywhere. 

- Are there additional taxes or fees?
When a work is valued above $2,500 usd there is a possibility of tax of 0.35%, but this is applied sporadically. There can similarly be an additional fee for customs brokerage and this can range from $20 - $65. US Taxes, duties and customs brokerage are not included in our flat rate shipping. However most of our shipments to the US enter without any additional fees. 

- Do you provide a certificate of authenticity?
Yes, we guarantee everything we sell. We can provide both a digital and printed version of our certificate of authenticity. 

What is your return policy?
- Caviar20 wants you to be 100% satisfied with your purchase. We have a 7 day no-questions full refund return policy for your purchase. Shipping charges are non-refundable. Return shipping is the responsibility of the customer. After 8 days returns are given a credit note. There is no expiration for our credit notes.

- What payment methods do you accept?

If purchasing directly online, Caviar20 accepts all major credit cards as well as Paypal. If invoiced, Caviar20 accepts all major credit cards on regularly priced merchandise. 

Discounted material must be paid by wire transfer, or with Paypal (if funds are sent as 'friends and family'). There is a 3.5% administration fee for credit cards on discounted material. 

Caviar20 does not accept personal checks or Zelle. 

Canadian clients are welcomed and encouraged to pay with interac.
Please contact us directly at if interested in paying with a cryptocurrency (Bitcoin, Ethereum).


You may also like