General Idea


In 1967, General Idea was founded 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.

At the onset of the AIDS crisis in the early 1980s - the illness and the apathy/ignorance toward it became a dominant motif culminating in this work (and its multitude of incarnations).

This iconic screenprint is perhaps¬†their most iconic imagery.¬†Appropriating¬†Robert Indiana‚Äôs ‚ÄúLOVE‚ÄĚ, General Idea¬†subverted¬†his iconic¬†work to read "AIDS"¬†while¬†using the same font and bold color arrangement of red/green/blue as the original.¬†

Included here are some furtive photos from the General Idea retrospective at the Musée d’Art Moderne de la Ville de Paris.

Two of the members, Felix Partz and Jorge Zontal, died of AIDS in 1994. 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.

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Note: the work was created in 1987, but signed/completed in 1988

Screenprint on paper

Signed, numbered and dated 88 by the artists

From an edition of 80

30"H 30"W (artwork)

34.5"H 34.5" (framed)

Framed with museum glass

Excellent condition. 

Published by Koury Wingate Gallery, New York

Item number 8802 (see for complete cataloging).

Note: the images in this listing are from a previous example in our inventory. Additional images available upon request.

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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. 

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