The Milks Of Dreams

Luca Rossi

NOMAD MUSEUM HEADQUARTER, city psychiatric asylum 1772-1996, Luca Rossi 2021

After 12 years, in 2021, the “Nomad Museum” is born: a project by Luca Rossi that synthesises a new nature of the contemporary art museum and consequently of the definitions of artwork and artist. The symbolic location of this museum is the site of a psychiatric asylum that was in operation from 1772 to 1996. The now sealed and inaccessible site of the asylum perfectly represents the idea of a museum that can and does happen anywhere in the world.

If you don’t understand something, look it up on YouTube, big letters, Luca Rossi 2021.

Taking the foundation of the city of Rome as an expedient, this work from the IMAGES series (2013) opens up a kind of contemporary “Sistine Chapel”. The immobility-inaccessibility of the letters opens up to a fluid dimension that changes every day. Searching for the subject of the work on YouTube is tantamount to opposing the dictatorship of the algorithm that places us inside uncritical bubbles with content that is “the same as ourselves”. In this intervention we find a form of ecology of art whereby Luca Rossi does not produce the umpteenth content but provides a way of ordering the overload of content produced in the world every day and of which we are both creators and victims.

The continuous production of content and information risks anaesthetising and suffocating us. Information overload and manipulation precede in importance the major issues of our time such as migration, climate change, pandemics or the imbalances of globalisation. In fact, all these issues are profoundly influenced by the communication of information, which takes precedence over the truth and the reality of the facts. Since 2009, all Luca Rossi’s projects have stemmed from the manipulation of information which, as if it were clay in the artist’s hands, leads to a nature of the work of art that experiences a fibrillation between object, imagination, direct experience and mediated experience.

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By left hand fingertips ksdjsadkljasldkjalksd, saliva stains and dust on your screen, various materials, Luca Rossi 2021.

 

Our screen, as in the previous intervention, plays a central role and becomes the focus of our existence. In this case the screen is the boundary of our private dimension, the extension of the surface of our cave. Our fingertips play a fundamental role today, connecting us with our mobile phone but also with the reality of the world. These sculptures are made with the fingertips just as if they were on the wall of a primitive cave. They are very fast works because they are always in the same place and at the same time as the viewer, who can only see them the instant he looks at them from his screen. This series of works, created in 2009, anticipates and exceeds the NFT philosophy: on the one hand, the spots of saliva and dust make each fruition unique, and, on the other hand, this fruition is completely free and open to all without all the superstructure of environmental pollution and speculation that the use of cryptocurrency brings.

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As if 10,000 Amazon packages arrived to you now, anything bought on Amazon and had it delivered to the Foundation in Via Crispi 18, Rome, Luca Rossi 2021.

By now we know that anything looked at for a long time or exhibited in the sacred cathedrals of contemporary art can become interesting and take on artistic value and economic value. Luca Rossi goes beyond the concept of ready-made and directly asks the viewer and collector to choose anything on Amazon that will then become a work by Luca Rossi. The spectator is placed in a “condition of embarrassment” whereby he himself must make a choice while the artist chooses, at least once, to remain silent. This choice, like “searching for something on YouTube or ordering a pizza, is only apparently unimportant.

 

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If you don’t understand something, look it up on YouTube, video projection, Luca Rossi 2021.
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“Order a pizza, also from all over the world, to be delivered to the Foundation in Rome, Via Crispi 18, office hours”, pizza orders, pizza boxes, mixed media on pizza box, Luca Rossi 2021.

Anyone can order a pizza and contribute to the exhibition on which there will be a sense of continuous anticipation. The pizza cardboard will become the support for a series of works from the IMAGES series, which will continue the numbering from IMG 4753.

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The global policies with which Documenta 15 wants to relate can only adopt choices of buoyancy and never of real change. This is because, firstly, there are global constraints that do not allow individual states any possibility of effective action, and secondly because modern states can only adopt short-term policies necessary for purely electoral reasons.

On the occasion of Documenta 15, in June 2022, Luca Rossi will carry out a project on German territory but which can be followed worldwide.

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WHO IS “LUCA ROSSI” ?

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”.