General Idea

FILE invites you to regain control of the ivory tower

General Ide,a  FILE invites you to regain control of the ivory tower, Alternate Projects

General Idea 
FILE invites you to regain control of the ivory tower, 1973
Offset printed postcard, stamped, ink, mailing label.
5 3/4h x 3 1/4w in


Unique subscription card for File Magazine with stamps and writing by General Idea.

General Idea was a collective of three Canadian artists, Felix Partz, Jorge Zontal and AA Bronson. Active from 1967 to 1994, General Idea were pioneers of early conceptual and media-based art. Their work inhabited and subverted forms of popular and media culture, including boutiques, television talk shows, trade fair pavilions, mass media and beauty pageants and it was often presented in unconventional media forms such as postcards, prints, posters, wallpaper, balloons, crests and pins. Informed by a continuous strategy of self-mythology, General Idea moved  their work out of museums and galleries and into the everyday world where they were able to reach a much larger and more diverse audience.

FILE Megazine was a quarterly, irregularly published art and culture magazine, written, edited and published primarily by members of General Idea from 1972–1989. The visual design and identity of the magazine was an intentional appropriation of the defunct LIFE Magazine. This familiar format was intended to attract a broad range of unsuspecting readers from outside of the art world.

$ 300