As part of its ABSOLUT Blank campaign, ABSOLUT, together with agency SapientNitro has created the ABSOLUT Blank installation in New Delhi, India. The art project was a sound-based sensory experience that carried each visitor to his or her own world of India. 

Photo: the ABSOLUT India installation

To create this installation, SapientNitro used open source micro controllers with custom electronics, ultra-sonic range sensors and monaural speakers. The bottles, ten in all, are mounted on a 17.3 ft 1.2ft shelving structure of wood, glass and resin. The project was on exhibit at the India Art Fair at NSIC Grounds, New Delhi from January 25—29, 2012.

The installation included a range of India-motif labeled bottles producing sounds that were triggered by sensors activated when a person walked within range and literally eavesdroped into a bottle. The installation was inspired by the idea of the ‘unseen,’ the spiritual quest that is not visual or outward looking, but seeks to create an experience within. Each person who tried to interact with the sound bottles could experience very personal Indian journey.
Photo: the ABSOLUT India installation element

Bikram Basu, Vice President, Marketing, Pernod Ricard India said, «ABSOLUT’s is a creative journey. We now venture to the uncharted, using unique Indian everyday sounds and visualize the ‘unseen’, and discover ourselves. SapientNitro bridges its world of thought and technology to innovate an experience that’s truly ABSOLUT. We love this installation.»

In UK, ABSOLUT created a video ABSOLUT Blank project in the end of the last year.

ABSOLUT INDIA from SapientNitro India on Vimeo.