Founded in Toronto in 1969 by
Felix Partz,
Jorge Zontal and
AA Bronson - who both died in 1994 -
the General Idea collective adopted a generic identity in order to transcend artistic individualism. Their artistic approach skilfully combines reality and fiction in a transgressive and often parodic perspective on art and society. Considering the image as a pervasive vector of reality,
General Idea engages in an enterprise of reappropriation, revision and creation of an alternative reality.
Through paintings, installations, sculptures, photographs, videos, magazines and TV programs, General Idea creates an authentically multimedia body of work, preserving its relevance and anticipating certain aspects of evolving contemporary art.
