General Idea, ‘Study for Ursa Major and Taurus: Pavillion Fragments from the Starry Vault, 1983’, 1983, Waddington's
General Idea, ‘Study for Ursa Major and Taurus: Pavillion Fragments from the Starry Vault, 1983’, 1983, Waddington's
General Idea, ‘Study for Ursa Major and Taurus: Pavillion Fragments from the Starry Vault, 1983’, 1983, Waddington's

The General Idea collective was founded in 1969 by AA Bronson, Felix Partz and Jorge Zontal. Together, the trio created a distinct pop-inspired style which challenged contemporary notions of aesthetic and counter-culture. Differing methods were used by the group to subvert traditional techniques, critique the art world, and delve into the relationship between media and aesthetic in the formation of culture. Best known for their 1987 re-design of Robert Indiana's "Love" into a quadrant symbol spelling "AIDS,” General Idea gained international exposure as the colourful logo was transformed into paintings, prints and posters around the world. Producing an astonishing body of work in both traditional forms as well as unconventional media, they have become a model for future artist collectives.

Working together for over 25 years, they were included in solo and group exhibitions internationally, including the Paris, Sydney, Sao Paulo and Venice Biennales and Documenta. In 2011, the Art Gallery of Ontario (Toronto) mounted "General Idea: Haute Culture," a 25-year retrospective. AA Bronson is the only surviving member of the collective, who still continues his work as an artist, curator and educator.
Courtesy of Waddington's

Private Collection, Toronto

About General Idea