di Rosa, along with many of the artists he collected, strictly opposed the aesthetic and social conventions of the mainstream art world, which he viewed as pretentious, sterile and fundamentally conservative. Unlike major museums in New York and Los Angeles, di Rosa welcomed the public free of charge, reflecting a populist vision for the arts. Similarly, he rejected the bland art-speak peddled by gallerists and curators, eschewing the use of exhibition labels to cultivate a more immediate and personal exchange between artwork and viewer.
Even the personal residence di Rosa shared with his wife Veronica was imbued with an “incorrect” spirit, with works installed ceiling-to-floor in a playful salon style. The entryway of The Incorrect Museum is installed similarly, as a tribute to di Rosa’s curatorial vision. In the main gallery, we present six vignettes exploring how di Rosa’s “incorrect” sensibility was informed by the Bay Area’s unique artistic milieu. As this exhibition shows, the ideal of “incorrectness” was a lodestone for generations of Bay Area artists.