Absolut Vodka is to launch a limited edition bottle paying tribute to American artist Keith Haring, more than three decades after his original collaboration with the brand.
To celebrate the launch, Absolut is set to take over London’s Charing Cross on 17 and 18 September, reimagining the station’s ticket hall and escalators as ‘Harring Cross’.
The event looks to celebrate the artist and his collaboration with Absolut in the 1980s.
Commuters, visitors and tourists will be greeted in the ticket hall by two original Absolut paintings by Haring from 1986, displayed in public for the very first time in the UK.
Rooted in Haring’s belief that “art is for everybody”, visitors will be able to take away a free poster depicting one of Haring’s paintings on display (while stocks last).
The Pernod Richard-owned brand said his works transformed Absolut’s apothecary-shaped bottle into an “icon of the art world”.
Liam Murphy, marketing director for Pernod Ricard UK, said: “London has been the inspiration for iconic artists throughout history and we are delighted to be one of the first markets worldwide to bring Absolut Haring to life in a fun, creative way that embodies the joy of the original artwork by Keith Haring.
”Absolut’s ongoing commitment to creativity shines through this latest Artist Edition bottle, which forms part of the brand’s legacy for showcasing unique artworks, including Haring’s legendary popart. Absolut Haring has officially arrived on UK soil!”
Absolut’s collaborations with many influential pop art artists can be traced to 1985, when Andy Warhol first painted it’s bottle and Keith Haring became the second a year later. Since then, the brand has worked with over 550 artists.
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