About the project
On March 26, 2024, the Tretyakov Gallery on Krymsky Val opened “Signal System,” an exhibition dedicated to the iconic series of works by Yuri Zlotnikov. Curated by Irina Gorlova—art historian and head of the Gallery’s Department of Contemporary and Modern Art—the exhibition presents 59 pieces from Zlotnikov’s “Signal System” cycle and five additional works from his earlier Protosignals series. The project was realized in partnership with pop/off/art gallery.
To coincide with the exhibition, Zlotnikov’s book “At the Origins of the Signal System” was published—a seminal theoretical text and one of the most significant contributions to Russian art discourse in the mid-20th century.
To coincide with the exhibition, Zlotnikov’s book “At the Origins of the Signal System” was published—a seminal theoretical text and one of the most significant contributions to Russian art discourse in the mid-20th century.
PR challenge
For the first time, Yuri Zlotnikov’s “Signal System” and “Protosignals” series were presented at this scale, with many works never before shown to the public. Communicating the significance and curatorial depth of the exhibition was a key objective—achieved through thoughtfully crafted editorial content, critical reviews, and tailored media formats.
Equally important was drawing attention to the ongoing work surrounding the artist’s legacy—led by his family and the pop/off/art gallery—and spotlighting the release of the book “At the Origins of the Signal System” in the media.
Equally important was drawing attention to the ongoing work surrounding the artist’s legacy—led by his family and the pop/off/art gallery—and spotlighting the release of the book “At the Origins of the Signal System” in the media.
Project PR team
Tania Nemirovska, Daria Gnashko, Arina Barshchevskaya
Results
— Secured over 150 media mentions, including:
— Arranged interview segments on national television channels.
- 54 features in national media outlets
- 102 posts from bloggers and digital influencers
— Arranged interview segments on national television channels.
Media exposure
TV: Kultura, Moscow-24.
Radio: Kultura Radio.
Print and digital media: Kommersant, Izvestia, Rossiyskaya Gazeta, Nezavisimaya Gazeta, MK, Snob, The Blueprint, The Art Newspaper, TimeOut, My Decor, Moskvich Mag, Metro, RBC Style, Forbes Life, Vedomosti, Afisha, and others.
Radio: Kultura Radio.
Print and digital media: Kommersant, Izvestia, Rossiyskaya Gazeta, Nezavisimaya Gazeta, MK, Snob, The Blueprint, The Art Newspaper, TimeOut, My Decor, Moskvich Mag, Metro, RBC Style, Forbes Life, Vedomosti, Afisha, and others.
