If You Don’t Understand Something Search For It On You Tube > giant letters, recyclable pvc, Luca Rossi, San Gimignano 2020.

 The project consists of a large environmental installation where seven giant letters are mounted on the famous skyline of San Gimignano in Italy.

 The acronym refers to the 30 years of activity of the Galleria Continua and the five locations of the gallery around the world.  But after IMG any combination of numbers can work.  In fact, thousands of videos are made every day around the world and uploaded to YouTube without giving them a specific title.  This installation, despite being huge and apparently incomprehensible, changes every day and manages to reflect the fluid and precarious complexity of our present.  Following the title of the installation also means creating an act of resistance to the Internet algorithm that always tends to offer us content that “we like” because we will arrive at a completely unexpected and different video playlist every day.

 Today we are experiencing a pollution of information and content in which we have all been producers and consumers for 10 years.  

This pollution brings substantial anesthetization where we are forced to live on the surface of things.  This large installation does not create yet another content but a way to order the content produced in the world already in an abnormal way.  Gilles Deleuze said that people no longer need to express themselves, they do it too much, they need interstices of solitude and silence to finally say something true.  Today people are forced to express themselves by the development of social networks.  If you are not a good “social media manager” you risk not existing.  A sort of dictatorship in freedom of expression intended only to give us the illusion of really communicating (as if a person were talking in a room with one hundred other people at the same time) and illusion to really contribute to the political and social debate (fighting one’s battles on social  network without having to do it in reality).

 The Black Mirror project presented in 2019 at the Prada Foundation in Venice identifies large “black screens” that are inexorably extinguished in the large air conditioners that accompany the visit to the foundation.  

As if the screen where we can see the videos entitled IMG 3005 on YouTube suddenly went off.  The interstices of solitude and silence of which Gilles Deleuze speaks.  Moments of decompression where you can finally “say something true”.  “But what is true?”  in a world where the truth does not correspond to the real facts but to the way of communicating these facts?  Visitors to the Prada Foundation are invited to place their mobile phone over the “black screens” and record a video of their interior.  As if the artwork became the tutor to investigate the truth and mystery of these black monoliths.  

Through the keywords linked to the Galleria Continua, this page will intercept all the searches that will be made in the world and will bring visitors to this project.  The English text has been deliberately translated with Google Translate to allow a more open and unexpected reading of the project.


If you don’t understand a thing look it up on youtube

3D letters 50x50 cm, various material, 2014. 

Made of ceramic by Castelli Masters in the exhibition “Visione Territoriale” (July 2014) curated by Giacinto Di Pietrantonio
PRICE: 10.000 Euro (info:

Luca Rossi’s work is the ceramic transposition of the code IMG 3733, a sequence of letters and numbers referring to the title any iPhone arbitrarily ascribes to a video. They are usually “test” or documentation videos that immortalize marginal or private moments of users from all over the world. The system generally uploads the videos automatically, so that when the code is typed in the search box, a long list of videos comes up. Using ceramic, Luca Rossi wanted to render the fluidity of videos in a sculptural form. Tradition and contemporaneity coexist in the work: the ancient ceramic material lends form to one of the most widespread symbols of our contemporary world. In Luca Rossi’s artwork, the encounter/clash between the rigor of tradition and the overproduction of images becomes a way to provide a criterion to manage this chaos. The ceramic sculpture leaves no room for conventional figuration. The artist observes. “If we don’t understand the work of art, we are simply beckoned by the title to look on YouTube for that thing we don’t understand.” 

Black Mirror > Prada Foundation Venice> Luca Rossi

>>> black conditioners inside the Prada Foundation, visitors’ phones, visitor action, videos made by visitors, Prada Foundation, Luca Rossi 2019. 

During the visit to the Prada Foundation in Venice, the conditioners look like big “black screens”.

These “screens”, inexorably turned off, seem to be an oasis of solitude and silence within the official exhibition presented by the Foundation.

Visitors are invited to place their mobile phones, with the video camera facing down, on the grids of these black monoliths and press REC. By moving the phone as desired on this surface the “black screens” become “tutors” for a direction that investigates a mysterious and dystopic scenario.


Do you want to support the Luca Rossi future projects and buy an artwork that descends and testifies to this project?

Buy the work directly on Amazon and purchase its certificate of authenticity by writing to
Black Mirror (Special 2020 Edition) , black screen conditioner, 83,2x40x22 cm, 6 copies + PA
Artwork Price on Amazon: 109,99 Euro > Buy now:
Certificate of Authenticity Price: 750 Euro (to buy the certificate write to

By left hand fingertips KòSKòskaòLòòòKSò (2009-2020 serie)

various material, spots on the screen, ICA Milano, Luca Rossi 2019. 

Sculptures made with fingertips using Apple’s tactile mouse. The fingertips are the most used thing in the last 10 years by the world population. The fingertips draw the sculpture on the surface of “our cave”, it is a “primitive” gesture but at the same time deeply contemporary. These works are immobile and at the same time very fast because they are always in the same space and in the same place where the viewer is. In this case, even the spots on the screen are included in the work, the work wants to be deeply installed in our private dimension, in our cave.


Luca Rossi’s project, conceived for the Italian Pavilion 2021, consists in leaving the pavilion empty, exactly as it is now. LIKE NOW. An “emptiness” that can only be imagined and not visited in a conventional way. At the same time, 10 satellite projects, created around the world, aim to tackle and resolve this empty space.

2021-2022 Italian Pavilion and 10 satellite projects 

In these quarantine I have tried to imagine the 2021 Italian Pavilion. “The thing that can be said today, the thing I can say, is simply to leave the pavilion empty”, exactly as it is now. The Italian Pavilion 2021 can already be visited now.

A few days ago the press office of the Venice Biennale wrote to me pointing out that the curator and details of the Italian Pavilion 2022 had not yet been defined and therefore he asked me for an explanation of my project.

In other words, the Venice Biennale claims the words “pavilion, Italy, 2021”. I am absolutely not interested in circumventing the Biennale and making people believe that my pavilion is the official one. 

Contemporary art can become a gym and a laboratory to train and experience “our ability to see”. The Coronavirus emergency forces us to a remarkable fitness test and only our ability “to see” can save us: reviewing and re-evaluating our needs, being ready for change and crisis, being able to solve change and crisis. 

… plays … (2011) (clik here for the project) 

The work occurs in a house in Italy but could take place in any house in the world. The sunlight, when it encounters a place, determines pictures of light in continuous movement. It is a question of accepting and supporting a completely empty wall, waiting for the work to manifest itself in the daytime and in a different way according to the seasons. The work is already present in your home, you just need to train “new eyes” to see and appreciate it. 

Sénanque Project (2013) (clik here for the project) 

A few meters before the ticket office of the Cistercian Abbey of Sénanque, in the South of France, I moved the visiting hours that were placed over an empty display case, and I began to photograph the display case obsessively. Mass tourism, of what can be considered a “religious Walt Disney”, has started to slow down and rub its eyes. Once back home I noticed, looking at the photographic documentation of the display case, that in reality the display case was not empty and presented a landscape attributable to the Shinto religion and a very small Tao made by chance from the dust. In a place that seemed to suffocate any religious sense, I tried to carry out a positive attack aimed at reconstructing the meaning and sense of that place. 

Rajm (2015) (clik here for the project) 

By purchasing a PDF document (which in this case is free) it is possible to find a very small statue inside the Biennale Gardens. The statue represents a young child who is about to jump with his legs and arms cut off, and a deep groove at the height of the vocal cords. The visitor is invited to load the sculpture with stones and other materials in what can be considered a sort of stoning (“Rajm” in Arabic). The exponential growth of content and information, of which we are all producers and consumers, paradoxically brings a suffocation and a fundamental anesthetization. Contemporary society pushes us to “communicate” in order to exist (“I post therefore I am”) but this freedom of expression corresponds to a subtle dictatorship that corresponds to talking, and venting ourselves, in a room with 100 other people at the same time and who think basically alike (e che la pensano già come noi). A dictatorship disguised as great freedom. 

Thermal Refuge (2016) (clik here for the project) 

The visitor is invited to visit a special place in the Tuscan-Emilian Apennines where a former air raid shelter, dating back to the Second World War, has now become a wellness center for a hotel. Arriving in this place, people are invited to read a piece that makes them reflect on how Western culture has managed to achieve what can be considered the “best world ever existed on earth”. Not the best possible world but certainly the best world that humanity has ever known. Also this is a moment of reflection and decompression in such a significant place where local culture, western and eastern world seem to meet. 

Utopia / Dystopia (2017) (clik here for the project) 

Inside the MAAT Museum in Lisbon, the garbage cans look like a three-dimensional version of the famous black square of Malevich. Near a bin in particular there is a red indicator light that flashes intermittently. While the bin engulfs the visitors’ waste, the indicator light seems to underline the disposal function represented by the bin itself. What are we throwing away? Malevic’s black picture seems to engulf our scraps, which we consider the zero degree of a work of art. This is the opposite action compared to the publication of content on social media: a sort of pollution that risks suffocating and anesthetizing us. The project aims to reflect on the essence of “artistic doing” as a critical ability to make differences between things. 

Dolomiti Project (2017) (clik here for the project) 

A project realized for the first time in 2013 is proposed here on a large scale.  IMG3733 (made of wood and measuring 11 by 2 meters) represents the consequential and arbitrary title that the mobile phone gives to millions of videos made every day all over the world. Following the title, it is possible to get to a selection of videos that are increasing daily and which represents a form of resistance to the Internet algorithm that would like us to feed ourselves only with “things we like”. The work, immobile and defined, actually changes every day becoming the exclusive gateway for a multitude of micro universes in continuous expansion. The mobility-immobility of the work restores the sense of our time and reflects a sense of instability and fluidity in balance between reality and digital dimension. 

7800 Project (2018) (clik here for the project) 

During the summer of 2021, as happened in late July 2018, a group of 7800 Africans will wander in the woods of Trentino and carry out a collective prayer in which elements of the voodoo religion and other western cultures are integrated. The action is communicated locally only through social networks and people to verify the truthfulness of the facts are invited to search for the group of people directly in the woods of Trentino. In other words, indignation and a thirst for truth must be willing to turn into concrete actions. The project brings attention to the large migratory flows triggered by political and climatic instabilities and the need to recover a stronger relationship with one’s origins and with one’s spirituality. 

Fake News (2018) (clik here for the project) 

In the summer of 2018, a large yellow container appeared outside the National Gallery of Modern and Contemporary Art of Scotland in Edinburgh. The container contained 7800 Amazon parcels that corresponded to as many works of art. In this way it seems to almost saturate the possibility of “like”, since anyone, out of 7800 contents, will be able to find “what they like most”. The work demonstrates how today the problem is not to create yet another content, yet another work of art but to develop a critical and virtuous system to order the contents that are already produced and consumed abnormally. The container exemplifies what happens in fairs, biennials and exhibitions of Contemporary Art where hundreds of works are found in very little space. As it also happens in the world of information, where we are all producers and consumers, this overload of contents brings a sense of suffocation and a fundamental anesthetization. Nothing more happens and affects us deeply and so art becomes, as Nietzsche had already warned, only an occasion for temporary excitement. 

ICA Project (2019) (clik here for the project) 

The project was carried out on the diffused photos of the ICA exhibition space in Milan before the exhibition space was open to the public. This shows how today, and since several years, the work of art has retained an ambivalent nature of which it is necessary to become aware. The project incorporates a selection of different interventions including the typical red sculptures made with the fingertips of the left hand. In these works Apple’s tactile mouse becomes a sort of extension of the surface of our “cave”. These sculptures live only in their documentation while the use of fingertips preserves, at the same time, a primitive flavor and a strong relevance to the contemporary era. 

Black Mirror (2019) (clik here for the project) 

This clandestine project, carried out within the Prada Foundation in Venice, consists of large black radiators / air conditioners that accompany and intersperse the official exhibitions of the foundation. These big black monoliths are there, they are photographed by thousands of visitors, but in reality we do not see them, exactly as they were “off screens”. These black screens are reminiscent of the interstices of solitude and silence that Gilles Deleuze talks about when he says that we don’t need to express ourselves but we need moments of reflection and decompression to finally say something true. The visitor can place his mobile phone on the grate of the air conditioners and record videos that capture the interior of these monoliths as if he wanted to investigate their mystery and their truth. The videos, which seem to document a dystopian reality, will be kept on visitors’ mobile phones as an integral part of the project.