Absolut Launches First Phase of Anticipated Helmut Lang Collaboration



    
    -  "In an ABSOLUT World Alles Gleich Schwer" by Helmut Lang

    -  Absolut Launches First Phase of Anticipated Helmut Lang Collaboration
       With Opening of "Alles Gleich Schwer" Exhibition at the Renowned
       Kestnergesellschaft in Hanover.
    

    STOCKHOLM, Aug. 29 /CNW/ - This Friday, August 29th 2008, Absolut, the
world's most iconic spirits brand, will support Helmut Lang's first
institutional solo art exhibition, "Alles Gleich Schwer", with a VIP preview
party at the renowned kestnergesellschaft in Hanover, where the exhibition
will run until November 2nd.

    To view the Multimedia News Release, please click:
http://www.prnewswire.com/mnr/absolut/34741/

    The exhibition marks the first of two major phases of activity for this
new collaboration, part of Absolut's ongoing Visionaries program "IN AN
ABSOLUT WORLD".
    The second phase will see the exhibition move to the virtual world, as
Absolut launches an online viral experience of Helmut Lang's "Alles Gleich
Schwer", allowing the artist's vision to be accessible to all through
http://ABSOLUT.COM/HELMUTLANG. This, a radical new medium for viewing and
experiencing art, will be presented exclusively at
http://ABSOLUT.COM/HELMUTLANG from September 30th - December 31st.
    "Alles Gleich Schwer" is curated by Frank-Thorsten Moll and Neville
Wakefield and marks Helmut Lang's move away from the physical body's
articulation through clothes. Throughout the institution, new works that
explore and develop the social and physical membranes between interior and
exterior identities and spaces will be exhibited as well as "Sceance de
Travail 1993-1999", a retrospective installation originally conceived for
"Louise Bourgeois. Jenny Holzer. Helmut Lang" (Kunsthalle Wien,1998).
    Drawing on references as diverse as the folkloric rites of maypole
ceremonies and the exploration of surrogate skin, Lang has created a series of
installations, objects and possibilities that integrate an intimate knowledge
of the human form with the personal mythologies and abstract arrangements of
the world at large. To present "Alles Gleich Schwer" in a digital environment,
ABSOLUT and Helmut Lang will work as a creative partnership to develop a truly
innovative interactive platform, in which the art can live beyond physical
space and outside geographic restraints.
    The exhibition is realized in collaboration with ABSOLUT VODKA. For "IN
AN ABSOLUT WORLD, ALLES GLEICH SCHWER," ABSOLUT and Helmut Lang will create
further platforms in addition to a virtual one to showcase the work of art.
Helmut Lang has previously worked with ABSOLUT on ABSOLUT LANG (1995)
photographed by Helmut Newton.

    http://ABSOLUT.COM/HELMUTLANG will be on view from September 30th -
December 31st.

    "Alles Gleich Schwer" will be on view at the kestnergesellschaft
August 31st - November 2nd. http://www.kestner.org.





For further information:

For further information: Karl-Johan Bogefors, Global Director PR &
Events V&S Absolut Spirits, Tel: +46-73-274-65-73, E-mail:
karl-johan.bogefors@absolut.se; Richard Scott, Account Director,
Saturday/Relative PR, Tel: +44-20-7749-4510, Email:
richard@relative-london.com

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