General Idea


General Idea's appropriation of Robert Indiana's "LOVE" is the most iconic and daring work from their oeuvre.

The hijacked design was realized in a variety of incarnations; from jewelry to public transportation advertising, from stamps to even wallpaper. 

General Idea formed in 1967 and over the next 25 years made a significant contribution in defining postmodern and conceptual art. 

Initially, GI critiqued and explored themes including the cult of the artist, consumerism, and copyright. 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 multiple siblings).

Sadly the history of GI's version of AIDS took on extra gravitas and tragedy as 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 and exhibition of General Idea’s work internationally.

Additional images available by request.

Questions about this product? Contact us or call +1.416.704.1720

Screenprint on wallpaper in cardboard tube with plastic caps, label (offset, embossing on paper)

Signed and numbered by the artist

29"H 2"W (tube)

27"H 1.6"W (roll)

180"H x 27"W (unrolled)

Edition of 35 + APs

Published by Kölnischer Kunstverein,Cologne

Note: Produced as a fundraising edition for the Kölmischer Kunstverein. This is a white-on-white version of the AIDS Wallpaper.

Excellent condition

- 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).


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