New event 5 Days La Roma within 365 days project by The ABSOLUT Company took place in Mexico City, May 24—28, 2011. 365 days is a continuous initiative where ABSOLUT explores creativity in the most interesting places of the world getting international artists to take part in it. The last year it was 30 Days New York. This time there were two hotspots—Mexico City and its art scene. La Roma, the artistic area of the city offers galleries, institutions, architecture and people who contributed to its bohemian but still historical aura.
During a a five-day event enthusiastic La Roma neighborhood saw a row of art initiatives in which celebrity artists such as Rirkrit Tiravanija, Miguel Calderon, Mario Garcia Torres, Laureana Toledo, Sam Samore, and Carl Michael von Hausswolff participated. The artists presented their works—short films and photo installations during events in old architectural mansions in the La Roma area. Except film screenings there was a series of music concerts and parties in which the artists partook as well. The Mexico city event was curated by Thomas Nordanstad who is also a filmmaker and an artist.
Presented works were quite post-modernistic. For instance artist Mario Garcia Torres worked with Swedish Carl Michael von Hausswolff in “Burrough’s Monterey,” a short film about William Burrough’s interpretation of the William Tell story. Mexican artist Laureana Toledo and American artist Sam Samore showed a film/photo installation about two people living in La Roma who experience a love story without being aware of it.
“365 Days is a natural evolvement of our interest in exploring creativity,” said Anna Malmhake, Vice President of Global Marketing for the world’s fourth largest premium spirits brand. “It takes our rich creative heritage in new directions by letting artists explore interesting places together with us and the audience.”
The ABSOLUT’s creative heritage includes works of such globally-acknowledged artists as Keith Haring, Damien Hirst, Jean-Michel Basquiat, and Louise Bourgeois to name a few. It seems that the collection will constantly grow.
The Absolute 365 days web-site was launched on May 18. The initiative can also be followed at Twitter.