Absolut Vodka has been supporting art and has created a collection of artwork. Absolut Vodka Rock Edition was an example of their support to the musicians. Now for the first time they have selected twenty pieces of renowned artwork from its Art Collection for an exhibition that will tour seven select cities in the Asia Pacific region. All the luxury brands have been focusing on the region and creating promotional events to consolidate their position in the market. They had earlier taken out a Bling-Bling Pack but now Absolut has chosen to be different and has opted for an artistic event and exhibition. The collection is currently with the Historical Museum of Wines and Spirits in Stockholm, Sweden.
The selected works for the exhibition has artworks from some celebrated names from contemporary art like Andy Warhol, Francesco Clemente, Rosemarie Trockel, Béatrice Cussol and Angus Fairhurst, to name a few. The selection is aimed at celebrating creativity and popular culture. The works on display represent various genres like pop art, trans-avant-garde that appeals to modern sensibilities. The selection spans across a variety of mediums such as canvas, plexiglas and tin, to photography and paper. Anna Malmhake, Vice President Global Marketing at The Absolut Company is very happy with the collection that has been put together and she finds it to be inspiring.
The purpose of the exhibition, according to the company is to showcase an important part of our heritage, and also support the local art-world in Asia Pacific and seek inspiration for future campaigns. The cities already covered by the exhibition are Delhi, Mumbai, Dubai and Sydney. Subodh Gupta, known for his sculptures had collaborated with the exhibition in Delhi. Similarly Seoul-based artists Byun Dae Yong is collaborating with the exhibition in Seoul. The exhibition will visit Beijing and Shanghai before winding up on July 31 to return to its permanent home in Europe.