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 RINOMINA (Paris) > PRIME > Luca Rossi If You Don't Understand Something Search For It On YouTube three-ply cardboard, Germany 2021 (LIVE STREAMING).  Two limited edition artworks have been designed for this intervention, both of which can be purchased at the...

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 RINOMINA (Paris) > PRIME > Luca Rossi PRIME > Anything purchased on Amazon limited edition in 20 copies, anything purchased on Amazon, collector's action at the Bourse de Commerce, 2021 Order anything on Amazon and have it delivered to the Paris Bourse de...

If You Don’t Understand Something Search For It On YouTube

giant steal letters, Luca Rossi 2021.

Every day thousands of people around the world make videos which they then upload to YouTube without giving them a specific title (eg “day at the beach”). In this way, searching on YouTube for the subject of the work (IMG 2205, the number refers to the opening date of the Paris Bourse de Commerce) we will find a completely unexpected list of contents that increases every day.

The extraordinary thing about this work is that starting from a dimension of permanent immobility, we arrive at a “fluid” dimension capable of changing every day; a work of art that perfectly represents the complexity of our present where the digital world and the analog world are increasingly intertwined.

Luca Rossi chooses a form of ecology, he does not create yet another work of art, he does not contribute to an overload of contents of which we are all creators and victims, but indicates a resilient way to see and order the contents already produced every day. A form of resistance to the internet algorithm that always feeds us with “things equal to ourselves” and profiled according to our previous choices. Not only does the work change every day (the videos increase daily) but it represents the only way to see content that would otherwise remain submerged and invisible. Switching from one to the other of these videos means “training new eyes” and seeing a sort of contemporary “Sistine Chapel” that anyone can access. In fact, if we make a video and upload it to YouTube with the title IMG 2205, we will automatically go to participate and contribute to the work.

Linked to this intervention it is possible to purchase an artwork in limited art edition (10 copies). You will receive an empty envelope at home with the IMG inscription and the first 4 numbers of your mobile phone inside. The envelope will be opened and will become an artwork to be framed (watch the video example). The size of this artwork is 60×25 cm. The price is 150 euro + 3 Euro shipping cost. 

First 4 Numbers Your Mobile
Shipping Address


anything purchased on Amazon, collector’s action, limited art edition, edition of 20, Paris 2021.

Order anything on Amazon and ask for delivery to the Bourse de Commerce at 2 Rue de Viarmes, 75001 Paris. At the time of delivery, be on the doorstep of the museum and collect your package.

Open the package, send us a photo of the object and we will send you a certificate of authenticity that proves that the object is part of a limited art edition by Luca Rossi.

Send the photo to

The certificate will be issued in only 20 copies. Each certificate costs 100 euros (+3 euro shipping cost) and can be purchased on this page through PayPal.

Certificate Shipping Adress

If in the modern era the artist was inclined to search for the original idea and in the postmodern era, which begins with the first oil crisis in 1973, the original remix, today after the symbolic date of 11 September 2001 we have entered the altermodern phase : the content loses its relevance in favor of a virtuous system around it.

Google, Facebook, Amazon, Apple don’t care about the content. For example, Amazon doesn’t care what we buy, Google doesn’t care what we look for, Apple doesn’t care what we do with our phones. Even in the contemporary art world, lately anything can be interesting and what gives value to the work are the places and the public relations that support it. And therefore also in this case it is the surrounding system that counts.

For this reason Luca Rossi chooses to radicalize this condition and go beyond the concept of ready-made. Any object can be part of a limited edition of only 20 pieces.

The object chosen directly on Amazon by the buyer will obviously blend into the private dimension of the collector. Usually the artwork is always a “message in the bottle” that the artist leaves inside the collector’s house. In this case, no because the work was chosen directly by the buyer. The work is camouflaged in the interstice of solitude and silence of which Gilles Deleuze speaks when he says that people do not need to express themselves, they do it too much; but they need interstices of solitude and silence to finally say something true. But what is true in a condition in which the truth of the facts corresponds more and more to the way the facts are communicated?

We are forced to express ourselves at all costs, otherwise we exist a little less. We can say “place therefore I am”. This communication, however, takes place in a small room with 100 other people talking at the same time, and therefore is equivalent to a form of dictatorship in which it is not possible to communicate anything and understand nothing. Gilles Deleuze also speaks of the creative act as an act of resistance: here Luca Rossi resists, decides not to create anything and to leave the choice completely to the buyer of the work of art. This work therefore represents a form of resistance to a devious dictatorship that places us in a condition of suffocation and anesthetization determined by the overload of information of which we are all producers and consumers.

As in the first intervention (IMG 2205) Luca Rossi resists the creative act and determines an “ecological” system of awareness around the work. In both cases the final contents of the two interventions are completely out of control and unexpected for the artist himself. After all, in the videos that we see following the title of the first intervention, we already find everything: art, life, performances and completely unexpected works of art. Just like on Amazon, anyone can choose what they like best.

While in the second case the artist decides not to compete with the ability to fully customize the content, in the first case a way is suggested to order the contents that are already produced in the world in an abnormal way. An overload of information that only gives us the feeling of being able to express ourselves freely. Precisely because this possibility of expression today is equivalent to talking in a room with 100 other people at the same time. The risk is that of not being able to understand anything, finding oneself anesthetized and not being able to communicate anything, finding oneself suffocated. Faced with these two dangers, the artist must bring a new awareness to the field and the words of Gilles Deleuze still resound:

“The problem is not allowing people to express themselves, they do it too much; rather it is necessary to provide them with interstices of solitude and silence so that they can finally say something true. ” Gilles Deleuze


 In the Italian contemporary art scene there is a figure of considerable interest. Luca Rossi–artist/ collective, critic, curator, and blogger–is a controversial personality who works in anonymity, as some kind of Anonymous of the Art System. In Luca Rossi’s philosophy, the ego no longer exists because anyone can be Luca Rossi, at the same time that the “critical process”, the virtual space of the Internet, and the real context no longer have boundaries and blend into one. Scroll down this page. 

Today individuals experience a sort of “non-experience” in the sense that they spend most of their time surfing the “network”, producing a “new memory-without memory” or a “passive and a-critical assimilation” into the system. Luca Rossi knows this well. He constantly reminds us of the history of art and ideas, of our past, of what it means to be critical and active, struggling to preserve one’s own authenticity and originality in the great McDonald that is our contemporary world.

Many curators and artists, both in Italy and Europe, have been following Luca’s work with great excitement. By now Luca is considered the only critical voice that “stands out” in the current Italian landscape.

It is worrisome that Luca’s work has yet to be recognized by institutions and organizations, despite receiving the acknowledgement of the public and many curators and artists. This says a lot about what the value that the Italian system places on the “real artist”. The Italian contemporary landscape has been dragging itself down for more than 10 years, producing artists who “copy and paste”, endless repetitions of projects signed by the same names, and decreeing the end of contemporary art. 

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