James Franco is standing in front of his artwork: nothing to see. But that is exactly the essence. Conceptual art put to the ultimate end: the concept exists, but only in the mind of the artist.
Franco is the driving force behind the Museum of Non-Visible Art.

The museum already sold one of his masterpieces, titled 'Fresh Air' for $ 10,000.
Buyer was Aimee Davison. "I am producer of new media and the ideology behind the project appeals to me. Especially the phrase "We exchange ideas and dreams as currency in the New Economy. "

http://www.nonvisiblemuseum.com
http://www.huffingtonpost.com/2011/07/19/interview-with-aimee-davi_n_892618.html#s305186