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.

With their subversive approach and interest in parody and appropriation, General Idea addressed a broad range of social (and art world) issues including consumerism, pharmaceuticals, pageantry and the cult of the artist.

Like a strange parody of 1950's cocktail culture, ‚ÄúMagic Palette‚ÄĚ was created by General Idea for the Boutique at the 1984 Miss General Idea Pavilion. The kiosk, designed as a ‚Äúcultural lab,‚ÄĚ introduced and promoted a series of cocktails‚ÄĒ each one questioning consumerism in both the art and pharmaceutical industries. The set is accompanied by a singed and numbered copy of "The Getting into the Spirits: Cocktail Book" (another cult object from GI that was available at their Boutique.

Implicating the audience as host, GI hoped that their art elixirs would have the same potency as the pharmaceutical industry in their ability to get ‚Äúunder the skin.‚ÄĚ

Questions about this product? Contact us or call +1.416.704.1720

Canada, 1980

6 aluminum drinking glasses with magnetic bottoms, on chromed-metal palette 

in plastic box with gold hot-stamping and numbered by the artist

Set also includes a numbered example of the soft-covered book with tipped-on chromogenic print

From an edition of 48 + APs

2.4"H 7.9"W  5.9"D (box)

Very good condition

Detailed conditions report by request

- 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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