Absolut Vodka, which is well-known for its creative collaborations in Canada as well as around the globe, arranged a new event, Absolut St.Art, which took art outdoors, or, more preciously, to the upper sections of the nine-storey garage, turning the auto parking space in Toronto into an art gallery and an awesome party venue. Absolut teamed up with Vision|Co, which helped arrange the whole thing literally on the top level.
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“It’s a brand we needed to shake up a bit and demonstrate in a visceral way what the brand is about today. There’s no better way to do that than to gather a large group of influencers, tastemakers and media and put on full display what the brand is doing. What we’ve tried to do in Canada is try to approach the tag line differently and do something in a very unique way. There was virtually no branding at all on that and I think it speaks to the brand’s commitment to the arts and to bringing art to the masses in new and innovative ways,” commented Absolut Canada brand manager Dan Cote-Rosen.
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The brand encouraged its fans to participate in covering the event through one of the most popular social media website, Facebook, by posting photos taken at the venue. The guests were handed disposable cameras and requested to give their personal view of what was going around at the party—now they can share their photo reports on the Absolut Canada’s Facebook fan page.
The event, which took place on September 9, featured musical performances as well as art installations by artists Kellen Hatanaka and Beside Herself, who juxtaposed their divergent styles with specially-designed art installations, turning rows of one-dimensional parking spaces into a larger-than-life, ‘living’ gallery that guests were invited to walk through and ‘experience’ in the evening.
The event was inspired by the last year’s «Anthem» commercial and also featured phrases made up of words and word combinations, ’embedded’ into some of the artistic pieces presented at the rooftop exhibition and music party.
This isn’t the first time the iconic brand uses transport-related areas as a platforms of exhibitions—last year, Absolut arranged a similar event in an abandoned subway station with the help of above mentioned Vision Co. Absolut’s creative projects in Canada also include the Vancouver Art Contest and the Art in Every Bottle exhibition.