Andy Warhol first took to the Absolut Vodka bottle in the late 80s to create his vibrant, iconic image, Absolut Warhol. Fast forward two decades and we followed his lead to launch the groundbreaking Absolut Generations project – the first ever showing by a commercial brand at the Venice Biennale – to re-energize the company’s bond with art.
Absolut had a long-standing association with art – but that connection needed to be reinvigorated. We did this by asking a new wave of artists to create their own Absolut-inspired works.
With a nod to Warhol’s mentoring of artists like Keith Haring, we asked 13 of the best European artists to nominate a partner to collaborate with on a bottle installation, making a rich and varied exhibition. Our personal highlights? Hans Hollein’s gondola in a 15-metre long inflatable ship-in-a-bottle and Oleg Kulik’s video installation of a vodka-drinking monkey that gradually metamorphoses into Charles Darwin.
The project was serialized in Time Magazine for 12 weeks and generated widespread media attention across Europe.