“Luca Rossi is the most interesting artistic personality in Italy”
Fabio Cavallucci




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Maurizio Cattelan, Jeff Koons, Lucio Fontana, Andy Warhol, Damien Hirst, Marina Abramovic….or three names of your choice!  

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Customize a work of art by choosing 3 ARTISTS to bring together in the same work. What is the VALUE of contemporary art for our daily life? 

Each work of art derives from ways and visions that can have a concrete value for our daily life. The work of art is like a witness that every morning reminds us of something useful for our day.

YOUR HOME will become like a museum where you can keep your personalized artwork and its “value”. In fact, together with your artwork you will receive at home a text that will present the value of the artwork.

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> Discover “Michelangelo” (50 × 70 cm) a commissioned artwork where 6 great artists meet:
Marcel Duhamp, Andy Warhol, Joseph Kosuth, Lucio Fontana, Jannis Kounellis and Jeff Koons:

LUCA ROSSI 2009 > 2021

massimo de carlo – mart roveretogagosian gallery nywhitney museum – zacheta gallery – versailles –  senanque abbeyvenice arsenale – gamec bergamo – serpentine gallerynew museumboros collection – tate modernprada foundation milanhotel helvetiaon the moon – smach 2017 –  quirinale palacemaat – venezia gardens – marino marini museumlouvre abu dhabi – T293 naples – national gallery of scotland –  sandretto re rebaudengo foundationmanifesta 12bocs arte – gagosian rome 2019venezuelan pavilionvenice biennale 2019 – ICA milan – SIX milan – prada foundation venice – la fondazione roma – palazzo strozzi – bourse de commerce  paris – rinomina paris – blenheim park and gardens – bologna city centre – 



 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.


Luca Rossi is an independent author for which anyone can be “Luca Rossi”. In this way everyone is stimulated to a new sense of opportunity and responsibility. Luca Rossi started the blog Whitehouse as a platform for art criticism, information, and art-related projects in 2009. A better synthesis of the blog could be found on : www.lucarossilab.it. Major representatives of the art world have participated in the blog, contributing to its popularity. Luca Rossi has written in social networks and specialized magazines like “Flash Art”, Artribune.com, and Exibart.com with lucid criticism and originality.

Luca Rossi was defined “the most interesting personality” in Italy by Fabio Cavallucci,and “the new Vanessa Beecroft” by Giacinto Di Pietrantonio. In 2011 Alfredo Cramerotti (curator of “Manifesta” and Museum Director Mostyn, Wales) wrote: “To be honest, I’m not Roberta (a 2011 project by Luca Rossi) made me think more than dozens of other projects I have seen “live”.