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

various material, 2017.




Whenever you want, wherever you want  >  Luca Rossi  > New Museum 



The text has been translated from Italian into English with Google Translate. In so doing, the text deliberately maintains a level of approximation and imperfection that allows a more engaged, interactive, and open reading of the artwork and intentions.

2017, according to the New York Times, is the best year in human history. Never, as in the contemporary age, all over the world, there were been signs of well-being and democracy so high.

While modern states only carry “floating policies”, the only political space for a change (if we really need it) is our private, micro and local dimension.

The problem is no longer express ourself, we do it too much. So the artist, commonly defined, must inevitably step back.

On the other hand, the audience no longer exists: in the selfie there is a significant coincidence of artwork, author and (first) spectator. The audience doesn’t exist anymore because it has become something else. We could speak about audience as “selfie-influenced”, as a more complex version of “influencer”.

The “museum” is really “where you want and whenever you want”.

The three art pieces you see installed at the New Museum are not in New York, but they are always where you are and when you want them. Each art piece only lives in your private, lonely and silent dimension. It is an “art ecology” that doesn’t require any author and visitor movement, since these subjects coincide.

At the moment we look at the second art piece, we are forced into a “nomadic motionless”: art piece and spectator are very fast because always in the same place and at the same time, and at the same time “motionless”.

It is possible to store and collect the memory of a moment. Of objects we are full, I am tired of objects. Exposing objects in 2017 implies that the artist takes important responsibilities that are usually not met.  (Luca Rossi)

The sculpture, which you see in your private dimension, is born from the fingers tips of your left hand. There has never been such a thing in the art history. Like a cave painting (your private dimension) obtained with Apple’s tactile mouse.

The nature of contemporaneity lives a fibrillation between object, direct experience, imagination and mediated experience.


One second sculpture, by the left hand fingers tips

various material, 2017.




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, Director of Museo Pecci in Prato (Exibart.com, 2010), and “the new Vanessa Beecroft” by Giacinto Di Pietrantonio, Director of GAMeC Museum (Artribune.com, 2013). 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”.”

More information: lucarossicampus@gmail.com 



This third art piece develops the first one you see on the main facade of the New Museum. If the first art piece stimulates the attention and curiosity of the audience, the third one takes a step backwards. The conventional photomontage comes in this case “really edited”, we can say so strongly analog.

A traditional sculptural dimension borns from action. It is incomprehensible, and then it moves to a varied and fluid dimension, capable of growing and changing every day of the future. This art piece, such as the one on the facade, will change every day and every year while remaining always equal to itself.

The art piece represents a sort of antibody in relation to the algorithm that always wants to present just the same things to ourselves, to our tastes and desires. The dictatorship of “I like” is likely to make us simply grow fat without growing. The philosopher Byung-Chul tells us that man can grow up with the encounter of the Other and the Different. Here is a playlist that returns the fragmentation and complexity of the contemporary world through so many windows on as many remote and unexpected micro-universes. The work opens to so many videos that as hidden micro-universes present ordinary and subtly poetic situations. Videos take a sequential title, automatically provided by the smartphone, and so, without specific titles, they tend to remain hidden and have fewer views. This is a playlist that “will not like” necessarily, and so precious.

If You Don’t Understand Something Search For It On YouTube (photomontage version)

video proiection, video by Nexus 5x, 2017.







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