Luca Rossi is the most interesting personality in Italy

Fabio Cavallucci

Art Curator , Former Director of the CCA Ujazdowski Castle in Warsaw and the Luigi Pecci Contemporary Art Centre

1st ACT > Request on this page a customised artwork that will be titled “AVANT L’ORAGE”

> Customize by choosing three artists or choose from some works already available (click here) 

artwork created by Luca Rossi and that you can customize on this page, size 50×50 cm CA.

Art limited in 50 copies
90 euro each (+ 20 Euro shipping cost)

The box contains a multiple in only 50 copies where you meet three modern or contemporary artists of your choice. Customize on this page!

Picasso, Hirst, Koons, Boetti, Bacon, Modigliani, Cattelan …or three artists of your choice!

Luca Rossi has been developing this project since 2014. The work is customized by the buyer who can choose the three artists to be brought together; it is not a simple overlapping of styles but as if these three artists could actually meet. Each work has ability to reactivate our imagination and the surprise effect as the work is seen for the first time only when it arrives at your home. The work will arrive along with an audio presentation about its value in relation to our daily lives.

The digital world has completely anesthetized our imagination and the possibility of being surprised, as it immediately allows us a continuous preview of reality. In other words, we see works and exhibitions, like anything else, sooner on our screen than in reality, and this significantly alters our actual experience. This has important repercussions in our personal lives and our perception of the outside world.


The museum in your home, the museum is “training new eyes” choose three great artists to meet in your home.




(Second ACT) > Order a pizza to be delivered to Bourse de Commerce to show that the revolution is -really- WE.

>>> DISCOVER on this page a project by Luca Rossi in THREE ACTS that you can experience firsthand at home and at Bourse de Commerce in Paris!

Bourse de Commerce in Paris presents the exhibition “Avant l’orage”. Luca Rossi modifies the official PRESS RELEASE as if this were a DNA capable of completely changing the official project. This modification occurs in three acts:

ACT 2 > “Order now a pizza to be delivered to Bourse de Commerce, order pizza from all over the world by googling pizzerias in Paris, order pizza at 2 RUE DE VIARMES – PARIS”

pizza orders, pizza arrival, Bourse de Commerce employee action, Luca Rossi 2023.

“The revolution is us” is the title of a famous work by Joseph Beuys. Therefore, Luca Rossi invites you to concretely “get active” and order a pizza to be delivered to Bourse de Commerce during the opening hours of the “Avant l’orage” exhibition. This small gesture concretely realizes the rhetoric of “revolution is us” and becomes a symbol of protest toward all the most relevant issues of our time. We will give 30 euros via PayPal to everyone who sends a photo documenting the arrival of the pizzas at the Bourse de Commerce in Paris. 

“Ordering a pizza” is a simple, everyday action: the only kind of action that can really bring about change and revolution today: climate change, the problem of war, violence against women, are pressing problems that can only be solved through the action of the individual citizen in his or her private dimension. If this first intervention invites the viewer to an action that acts on the public space, the other two acts are carried out in the viewer’s home, in his or her private space. Because the real museum must be your home, it must be your ability to “train new eyes.”

The margins of maneuver of Modern States are minimal and allow only “floating policies,” only a private revolution can bring about “public” and collective change. But each of us must become concretely active and abandon passive and rhetorical positions-“the revolution is us.” Each of us must have the courage to dare, to carry out a small meaningful action. Pizza orders throw the official exhibition into a condition of continuous “waiting”: the “society of immediacy,” defined by Byung-chul Han and Leonardo Caffo, allows us to have (and see) everything and right away, eliminating the value of waiting and experience as precious moments of reflection and decompression

In addition, the pizza cartons that will arrive at Bourse de Commerce will become the support for a series of works that are able to transcend the modern and postmodern to reach the historical phase we are living through, namely the altermodern. Bourse de Commerce employees will be able to write in the center of the cardboard IMG and the first four numbers of their date of birth, and each work thus created will have as its title, “If you don’t understand something look it up on YouTube.” Following the title each work will lead to a kind of contemporary “Sistine Chapel,” capable of changing every day and resisting the dictatorship of the algorithm. We are pervaded and bombarded by useless and superficial content that threatens to suffocate us. Pizzas represent these “standard” contents that take on meaning only because of an information system that manages them. In the altermodern phase, which transcends modern and postmodern, the focus shifts from content to a content management system. For more information:

Read on to find out how to implement two interventions directly in your home >>>

ACT 3 > “If you don’t understand something, look it up on YouTube.”

ancient works with a post-it note on it that says IMG and the first 4 numbers of your birth date, Luca Rossi 2023.

Each of us surely has some “ancient” works at home. Luca Rossi ask you to take a post-it note write IMG and the first 4 numbers of your date of birth and stick the post-it note in the center of the antique work. The title will still be, “If you don’t understand something look it up on YouTube.” An extraordinary work capable of transcending art history, representing the precarious “fluidity” of our time and resisting the dictatorship of the algorithm. For more information:

Since reading Luca Rossi’s blog I no longer deal with the practice but only with the theory of art

Angela Vettese

Art Critic

Luca Rossi is the new “Vanessa Beecroft”

Giacinto Di Pietrantonio

Art Curator , Former Director of the GaMeC Museum in Bergamo


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. 

“Luca Rossi” was born in 2009 from the severe critical context that he himself triggered. “Evolved Ikea”, “Young Indiana Jones Syndrome”, “Smart-relativism”, “Grandparents and Parents Foundation”, are just some of the keywords around which Luca Rossi has been developing a daily critical work. Critical concepts that affect an entire generation of artists forced to confront a century as dense as the twentieth century. This critical work has allowed him to anticipate a fusion and confusion of roles that we can now see very well in a role that we could define as “spectauthor”. Luca Rossi’s unconventional projects arise from a manipulation of information that is treated exactly as if it were clay to be moulded, long before the concept of “fake news” became so important in the public debate. The nature of his works experiences a fibrillation between imagination, conventional object, direct experience and mediated experience.

 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 : 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”,, and Huffington Post with lucid criticism and originality.

Enrico Morsiani (1979) is the coordinator of the open collective Luca Rossi. In 2004 he graduated at Bologna University in International and Diplomatic Sciences. Between 2001 and 2009 he took part in solo and group exhibitions in Italy and abroad. Between 2005 and 2010 he attended “ImproTeatro” theater improvisation courses and today he works on the field of communication. In 2016 he opens the “Luca Rossi Lab” site that develops and coordinates all the projects realized in 10 years. 

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”. In 2013 the art critic Angela Vettese stated that since he read Luca Rossi’s blog she stopped devoting himself to the practice of art but only to theory. In December 2015 a comparison between Mario Perniola and Luca Rossi was published in the magazine Alfabeta2. In 2017 an article from Artribune magazine summarizes Luca Rossi’s work starting in 2009.

Selected official and unofficial art projects:

Mart, Rovereto (2009); Whitney Biennial, New York (2010); Biennale di Venezia (2013, 2015, 2019, 2022); Abbazia di Sénanque (2013); Gamec di Bergamo (2014); Boros Collection, Berlino (2015); Serpentine Gallery, Londra (2015); Fondazione Prada, Milano (2016); Hotel Helvetia, Porretta Terme (2016); Quirinale, Roma (2017); SMACH 2017, Val Badia (2017); New Museum, New York, (2017, 2021); Tate Modern, Londra (2017, 2021); National Gallery of Scotland (2018); Centrale Fies/ Manifesta 12, 7800 Project (2018); Fondazione Sandretto Re Rebaudengo, #OccupySandretto (2018); ICA Milano (2019); Gagosian Gallery Rome (2019); Venezuelan Pavilion (2019); Prada Foundation Venice (2019); My Arbor My Art, MyArbor (2019); Palazzo Strozzi (2021,2022); Hangar Bicocca (2021); Bourse de Commerce (2021); Pompidou Museum (2022); MoMA Museum (2022); Documenta 15 (2022); Lisson gallery (2022), Galleria SIX (2023).