Secret TTC station transforms into one-day art exhibit by day and exclusive party by night



    TORONTO, Aug. 13 /CNW/ - Today, ABSOLUT vodka unveiled a hotly
anticipated art installation by Toronto-based artist, Justin Broadbent that
has transformed the hidden lower Bay and Bloor TTC subway station into an
immersive, interactive artistic landscape for one day only.
    Broadbent, whose accomplishments include winning the 2008 CBC Bucky Award
for Video of the Year and two recent MuchMusic Video Award nominations for his
work directing Hip Hop Artist Shad's video, The Old Prince Still Lives At
Home; and an installation at this year's AGO MASSIVE Party, has turned
conventional wisdom on its head with his interpretation of the phrase In an
ABSOLUT World Opportunities Always Pop Up. Today's event will morph from
public art exhibit by day into exclusive, dynamic, party by night, featuring
world-renowned DJ Steve Aoki.
    Broadbent's art installation boasts whimsical concepts that take visitors
to a dream-like place where opportunities are endless and anything is
possible. Vending machines distributing love letters, indoor forests where
predator and prey live in harmony together and classical ballrooms are among
the artist's key pieces.
    Eager to engage people from across Canada in his art-making process,
Broadbent created an online forum called "Message in a Bottle", where
Canadians were able to contribute their thoughts and ideas about opportunity.
    "Opportunities don't necessarily come from obvious places. I believe they
exist around us all the time - we just have to open our eyes to see them,"
said Broadbent. "It was amazing to work in this underground space. It really
gave life to the phrase 'dig beneath the surface' to find the opportunities
that we pass by every day." Building on a strong history of groundbreaking,
iconic artistic collaborations, The ABSOLUT partnership with Broadbent marks
the first of its kind in Canada. "ABSOLUT believes we live in a world where
opportunity exists everywhere," said Kelly Kretz, Senior Brand Manager for
ABSOLUT Vodka. "Justin's vision is an example of how these opportunities will
pop up where least expected."
    "ABSOLUT has always had its fingers on the pulse of the art world,
working with artists like Warhol, Basquiat, Haring and Kanye West," said
Broadbent. "It's an honour to have been selected as the first artist
representing Canada in this global project."
    The buzz about the ABSOLUT/Broadbent collaboration dates back to early
June, when Broadbent began chronicling his art-making process on his blog
(http://justinbroadbent.com/absolut). And the anticipation for the event has
also been fueled by Broadbent's regular updates on Twitter where he was
dropping hints about the event concept and location in lead up to today.

    ABSOLUT Collaborations

    ABSOLUT's history-making artistic collaborations include work with over
300 painters, sculptors, glass designers, musicians and fashion designers,
including: Andy Warhol, Lenny Kravitz, Roberto Cavalli, industrial design
artist Konstantin Grcic, digital art pioneer Laurence Gartel and comedic actor
Zach Galifianakis.

    Corby Distilleries Limited

    Corby Distilleries Limited is a leading Canadian manufacturer and
marketer of spirits and imported wines. Corby's portfolio of owned-brands
includes some of the most renowned brands in Canada, including Wiser's rye
whiskies, Lamb's rum, Polar Ice vodka and Seagram's Coolers. Through its
affiliation with Pernod Ricard, Corby also represents leading international
brands such as ABSOLUT vodka, Chivas Regal, The Glenlivet and Ballantine's
scotches, Jameson Irish whiskey, Beefeater gin, Malibu rum, Kahlua liqueur,
Mumm champagne, and Jacob's Creek and Wyndham Estate wines.

    
    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/
    





For further information:

For further information: Jennifer Pyne or Sarah Bush, Harbinger
Communications, jpyne@harbingerideas.com or sbush@harbingerideas.com, (416)
960-5100, 1-877-960-5100 ext. 264 or 224

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