The Absolut Art Collection finds a permanent home in
Sweden and ABSOLUT announces a new collaboration with Spike Jonze
Ever since it was first bottled 30 years ago, ABSOLUT
VODKA has been driven by creativity. The collaboration with the arts started
with Andy Warhol painting the first art ad for ABSOLUT. Today, the Absolut Art
Collection comprises more than 800 pieces by artists such as Keith Haring,
Damien Hirst and Louise Bourgeois. For the first time ever, the entire
collection is now gathered in Sweden where it will get its permanent home at
the new Historical Museum of Wine and Spirits. While celebrating its creative
history, ABSOLUT VODKA also announces its next collaborating partner: American
filmmaker Spike Jonze.
“ABSOLUT has always found inspiration in the arts, and
creativity is what drives our brand forward. I’m incredibly proud of the
Absolut Art Collection, and overwhelmed by the collection finally getting its
permanent home in Sweden. The 800 pieces have been stored in Paris and New York
for many years, and shown only at special occasions. But art of this dignity
shouldn’t be tucked away in warehouses,” says Anna Malmhake, Vice President
Global Marketing at The Absolut Company.
In connection with Pernod Ricard’s acquisition of
ABSOLUT VODKA, the Swedish government kept the ownership of the Absolut Art
Collection. They have now given the Historical Museum of Wine and Spirits the
responsibility to administrate and show the Absolut Art Collection for a
Swedish and international public. To do justice to the collection, the Museum
of Wine and Spirits will move into new premises at Djurgården in Stockholm. The
new museum will open in late 2011 or early 2012, with the Absolut Art
Collection as a new offering to its visitors.
“We feel privileged to have been given this opportunity.
ABSOLUT VODKA has created a very special art collection, and our new museum
gives it a perfect location in Stockholm. We have an exciting time ahead of us,
and look forward to showing the Absolut Art Collection to the general public,”
says Ingrid Leffler, Museum Director at the Historical Museum of Wine and
Spirits.
The Absolut Art Collection includes works by Andy
Warhol, Keith Haring, Helmut Newton, Damien Hirst, Louise Bourgeois, David
Shrigley, Douglas Gordon, Sylvie Fleury, Dan Wolgers, Hung Tung-Lu and hundreds
of other artists, designers and photographers. If the collection represents the
brand’s creative history, Spike Jonze represents the future of its creative
collaborations.
“We are very excited to now count Spike Jonze among our
collaborating partners. He is one of the most influential shapers of modern
pop-culture, and together we are doing a project that goes far beyond traditional
advertising. We are working together now on Spike’s vision of an ABSOLUT world,
and anticipate its realization in the coming months,” says Anna Malmhake.
For press images or further information, visit: absolutartcollection.com or absolut.com/press.
For further information, please contact:
Åsa Caap, Senior Manager Global PR, The
Absolut Company, E-mail: asa.caap@absolut.com, Tel: +46708211765