Absolut Vodka celebrates limited edition Absolut Oz with street art

Absolut Vodka is promoting its limited edition Absolut Oz, created in collaboration with director Baz Luhrmann, with “eco-friendly street art installations” in Sydney and Melbourne.

The vodka brand approached street artists Adriana Picker and Tim De Haan to create their own interpretation of the Absolut Oz emblem which was designed by Luhrmann in partnership with his creative director and wife, Catherine Martin, to be featured in locations around Chippendale, Sydney and the Melbourne CBD.

Anne Martin, marketing director, Pernod Ricard Australia said: “Luhrmann is known for taking the classics and transforming them into modern masterpieces, so it’s a fitting evolution that these two emerging artists have used Absolut Oz as created by him and reinterpreted the work into their own unique piece. The all-important subtitle of Absolut Oz – “we are all equal under the sun” – also becomes much more relevant with this next creative phase being realised in the truly egalitarian medium that is street art.”

De Haan’s work was viewable from March 20 for a month at the Loch & Key Bar in Melbourne while Pickers work was unveiled on March 28 to be viewable for up to four weeks after at the old Ambercrombie Pub in Chippendale.

Luhrmann said: “The concept of eco-friendly art strongly appeals to me on a number of levels. At its heart is the idea that something remarkable can be brought to life or transformed in a totally new way.

“I think the ephemeral nature of this work reminds us that art doesn’t have to be something hung in a museum forever, like so much in life it can be fleeting, it’s the impression or memory that counts.”


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