About Rubbraism Rubbraism envisions a post-apocalyptic world where the essence of art lies not in a tangible object but in the mere idea of its potential existence. It foresees a world where there are no artists, only non-artists; where the greatest bravery lies in resisting aesthetic provocation; where the highest creative goal is to make non-art; where the noblest end is to ascribe beauty to that which does not beautify; where the craft and the art of art are disengaged from the idea of art; where the idea of art will always prevail over the managing and making of art. Above all, it envisions a utopia where the only discernable difference between art will be an idea, and all material importance is banished. Francis Rubbra