Semiotic Inversion of Conflict Symbols: An Interdisciplinary Analysis of "Targetism" and the Odessa Avant-Garde Heritage

Research Foundation:

This article is grounded in the academic research and thesis of Iryna Prudyus, conducted at the Accademia di Belle Arti di Firenze.(2023) Her research, developed under the academic supervision of Prof. Carlo Falciani and Prof. Gianantonio Stefanon, provides the primary framework for analyzing the social and institutional impact of contemporary Ukrainian artists originating from the Grekov Academy (Odesa Ukraine).

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1. Institutional Continuity: From the Grekov Academy to Social Practice

The historiography of Eastern European modernism often examines the M.B. Grekov Odessa Art Academy as a historical incubator for avant-garde methodologies. The academy provided the foundational academic environment for figures such as Wassily Kandinsky, Mikhail Vrubel, and David Burlyuk.

Contemporary analysis, as presented in Prudyus's research, traces this institutional continuity into the 21st century through the work of Andrii Chernovil. Graduating from the Grekov Academy in 2000 , Chernovil transitioned from spatial and interior design into conceptual, participatory art. Rather than a formal aesthetic continuation, Chernovil’s practice—codified as "Targetism" —represents an evolution of the Odessa school's legacy into the realm of global social practice.

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2. Targetism: The Semiotic Inversion of Confrontation

Targetism emerged as an interdisciplinary artistic practice during Chernovil’s residency in Doha, Qatar, where his studio was located adjacent to a shooting range. Observing discarded paper targets cards, the artist initiated a process of semiotic inversion: turning a symbol of confrontation and violence into a platform for dialogue and human intention.

As Prudyus's research highlights, the target in this context represents a human goal rather than a mark of destruction. This methodology aligns with contemporary trauma-informed art practices. By transforming symbolic structures associated with conflict into tools of reflection, the movement operates at the intersection of art, sociology, and psychology.

* Academic Integration: This interdisciplinary approach has been actively explored within cross-cultural academic environments. Students and researchers at National Fine Art Academy (Kyiv Ukrane), Qatar University and Northwestern University (Doha campus) have engaged with the project to study its impact on communication in multi-ethnic spaces [Art exhibitions, lectures, workshops, e.g., during a collaborative workshop 2016/2023]. Furthermore, the framework has been integrated into academic discussions at Palm Beach Atlantic University in 2023 (Florida, USA), where its applications in art therapy and social inclusivity were analyzed citation to a specific lectures, workshop, call for artists, studant enternship and mentoring and art exhibition " Portrait of The Nation by Museum of Human Goals.

MuHuGo has been presented in an exhibition and academic context at:
👉 Palm Beach Atlantic University (PBAU), Florida
🔗 https://www.pba.edu

The exhibition took place within the Warren Library, where the project was introduced as part of a cultural and educational dialogue.

During this event, curator Iryna Prudys conducted an interview with the library director (Warren Library, PBAU), contributing to the academic documentation and institutional framing of the project.

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3. Documented Exhibition Record and Market Validation

The institutional viability of Targetism is substantiated by a documented history of international exhibitions and site-specific installations. The practice has evolved across multiple cultural contexts, utilizing participatory frameworks to engage diverse demographics.

Key documented projects include:

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  Doha, Qatar (2016): The QTargets - Message of Peace project, a monumental mixed-media installation measuring 400x150cm. The piece incorporates 256 physical targets featuring handwritten messages of peace from individuals of various nationalities.

   

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  Saatchi Galery London, UK (2017): The exhibition brought an new particapatory artwork Roots of Desires at the Saatchi Gallery. The background of the work consists of targets signed by the exhibition's attendees, demonstrating the participatory nature of the practice

• In 2019, the project received recognition at the Florence Biennale, where it was awarded 5th place, further strengthening its position within the international contemporary art discourse.

• This step marks the transition of MuHuGo from an artistic concept into an educational and research-based cultural platform.

• Market Reception: The cultural and symbolic value of Targetism has been recognized by prominent art market professionals. Notably, Alla Salem, Director of Sotheby's Middle East, highlighted the project's significance, stating: "[+++++++++" ref. letter of recommendation

The evolution of the project reflects a clear cultural trajectory:

• Ukraine (Odessa) — academic foundation and classical art education

• Middle East (Qatar, 2014–2022) — formation of the concept and international artistic practice

• Italy (Florence) — academic interpretation and inclusion in European art discourse

• Canada, United States (Florida) —  institutional development, public engagement, and museum structure.

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4. The Archive of Human Intention: The Museum of Human Goals

The culmination of the Targetism practice is the conceptual development of the "Museum of Human Goals" (MuHuGo), spearheaded by Andrii and his partner Nadiia Chernovil. Designed conceptually as a living system, the institution moves away from the traditional model of a static repository.

The museum functions as a continuous, interactive archive. Visitors are provided with physical targets upon which they document their personal objectives or intentions. These artifacts are subsequently cataloged and preserved as primary socio-cultural documents for future generations. From the perspective of institutional critique, MuHuGo operates as an ethnographic laboratory, bridging the gap between an art installation and a sociological archive

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Conclusion

Based on the academic framework established by the Accademia di Belle Arti di Firenze, the work of Andrii Chernovil demonstrates a distinct evolution from classical fine arts into a verifiable, interdisciplinary social practice. Backed by an international exhibition record, engagement with global academic institutions, and recognition from top-tier art market experts, Targetism establishes itself not merely as a theoretical concept, but as a documented methodology for transforming symbols of conflict into sustainable platforms for human connection.

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Selected References & Links

Official website
https://www.chernovil.com

 Museum of Human Goals (MuHuGo)
https://www.muhugo.org

 Palm Beach Atlantic University
https://www.pba.edu

 Accademia di Belle Arti di Firenze
https://www.accademia.firenze.it

 Odessa State Art School (by Grekov )
https://grekov.od.ua

Sotheby's ref. https://www.linkedin.com/in/alla-salem-34a16442/

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Founders

Andrii Chernovil
Artist | Production Designer | Founder IQTargets
🔗 LinkedIn: https://www.linkedin.com/in/andrii-chernovil

Nadiia Chernovil
Curator | Co-founder MuHuGo
🔗 LinkedIn: 

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Social Media

Instagram (MuHuGo):
https://www.instagram.com/museum_of_human_goals

YouTube:
https://www.youtube.com/@museumofhumangoals