The Artwork is that paradoxical instance which -beyond judgments about its quality- establishes cavities of consciousness in the incessant flow of the information/ communication. Contrary to a luxury, it is a essential breathing for any evolution: democratic, individual and collective. Goy B 2004. Projet Cône Sud Catalogue. Fonds régional d’art contemporain, Île-de-France. Bernard Goy’s contemporary definition of artwork and -in a way- of contemporary art, will be of great help to introduce Felipe Ridao’s artwork. “Felipe is an Uruguayan artist, settled in Oslo, with formal studies in graphic design and an artistic self-taught background.It is really hard to determine if “informal” learning is a positive or negative asset for an artist. In the particular case of Felipe, the lack of an orthodox artistic education allowed him to naturally break the imposed (and self-imposed) boundaries of the Uruguayan contemporary art scene. His artwork, which started with the brink of the second millennium, is developed in diverse expressions including live performances and public events. Even though Felipe has categorised his work into three groups, namely: “Brands (Series)”, “Images” and “Situations”, his artwork follows an internal logic that is not identified and/ or distinguished by shapes or images, but by the creation of situations or by exposing relations where opposed narrative elements are purposefully set against: those linked to media’s ideology and visual communication aesthetics, to those of ideological borders of cultural spaces, and/or to elements of the consumer and performing arts industries. The opposition of these elements creates spaces of contradiction, or…