On May 30 an unusual pop art project created by artist Vitaliy Pushnitsky will appear in one of the central districts of St. Petersburg. On a billboard, something that is usually considered to be only for advertising, a work of art will be placed. The notion “art is a way to achieve immortality, like…”, or “art as a means of immortality”, or “attaining immortality is an art form” reads simultaneously as a question, a statement, a play on words and an answer to the question.

Pushnitsky puts a spin on this unique form of urban advertising. “I decided against trying to combat advertising by using aggressive colours and off-putting artistic combinations, but instead chose to imitate advertising by using the notion like an advertising slogan,” says the artist. “Art never gives an unambiguous answer; its purpose is to lead the way to reflection and freedom of choice and interpretation for each human being.”.

Pushnitsky's work in the style of an advertising slogan (the choice of font of which is not accidental, as it reminds the viewer of the aesthetics of the magazine Art) poses serious questions that are rarely asked in everyday life. The sky as a background reminds one that in moments of reflection, doubt and questioning, a person naturally raises their head and looks up at the heavens, as if seeking help. Here the work alludes to both a spiritual path for answers, as well as to the general appeal for help which many experience. The theme is of the little guy who ponders the most important things.

Pushnitsky’s street project is the first in a series of outdoor projects by Manege which publicize the 2019 Life After Life exhibition about the life and immortality of an artist.
The billboard may be seen from June 1 to June 30 on the corners of Tulskaya and Krasnogo Tekstilschika streets.