The “Phoenix” series  explores the tension between physical spaces and their virtual representations, centered on the story of a famous palm tree on Lanzarote that became an Instagram sensation after an influencer popularized it. The resulting influx of tourists eager to recreate the viral image led to overcrowding, environmental degradation, and tensions with local residents, culminating in the tree’s eventual removal — rumored to be the act of a frustrated neighbor.
This narrative is conveyed through minimalist yet impactful photographs rendered in pale, ghostly tones that evoke a sense of absence and loss, emphasizing the stark contrast between the tree’s former online presence and its physical disappearance. The photos are only visible when viewed with a camera flash, raising questions about the mediated visibility and the role of technology in shaping our perceptions.
Additionally, light boxes display layered images of the tree as it appeared on social media, with the tree remaining constant while the people climbing it shift positions, highlighting the chaotic interaction of individuals vying for attention.

The “Phoenix” series is part of a wider project called “Greetings” which unfolds across distinct chapters, each named after a species of palm tree. This thought-provoking showcase uses the palm tree — once a beacon of prosperity and exoticism — as a prism through which to examine the paradoxes of our globalized world. Gross unveils how these iconic plants mirror humanity, reflecting environmental challenges, biodiversity loss, and the shifting sands of society.
Throughout “Greetings,” Yann Gross skillfully uses a range of photographic and artistic techniques, drawing on collective symbols and cultural imaginations to prompt viewers to reconsider the landscapes they inhabit and the images that shape their worldview. This exhibition goes beyond traditional art, offering a journey that explores the complex relationship between the palm tree, human aspirations, environmental shifts, and cultural narratives. Gross’s work challenges us to critically examine the stories we tell about nature and culture, deepening our understanding of the forces shaping our global landscape and our place within it.