Rose Finn-Kelcey worked closely with an electronics engineer to produce this small moving-message sign using green LED tiles specially fabricated for the piece in Taiwan; a continuous scrolling text of ‘Do its’, advocating that everything is permissible. The animated text is hijacked at intervals by familiar comic-strip exclamations: the voice of incredulity, impatience, irritation, affrontery, boredom and absolute inertia.

Whatever ‘it’ is, is never named, it is left to the viewer to decide. ‘It Rules’ can be
left running while you get on with your life. 

The work comes with batteries and a mains connection and can be wall-mounted, placed on a shelf or work as a badge.

Rose Finn-Kelcey
It Rules, 2002
Circuit board with green LEDs encased in vacuum-formed plastic; battery and mains connections
37 x 22 x 22 cm
Edition: 50
Price: £850 +vat

Rose Finn-Kelcey’s moving/animated messages in public places began with her Flag pieces in the 1970s and continues more recently with her customised vending machines dispensing LED prayers. Her four vending machines, “It Pays To Pray”, were shown outside the Millennium Dome in 2000.

She had a major solo exhibition at Milton Keynes Gallery in 2007. Her work was included in ‘Turned On’ , Alan Cristea Gallery, London 2008; ‘Multiplication’ at MAC Museo de Arte Contemporaneo, Universidad de Chile, Santiago; and ‘Please Close the Gate’ at New Art Centre, Salisbury, UK.

Her work is in the Welkunst Foundation, Bernard Starkman and the Arts Council of England collections.