ABSOLUT Launches Pioneering Online Art Platform to Exhibit Helmut Lang's "Alles Gleich Schwer"

    - In an ABSOLUT World Alles Gleich Schwer By Helmut Lang

    STOCKHOLM, Sept. 30 /CNW/ - ABSOLUT vodka is proud to launch a radical
medium to view and experience art, as a new online virtual "gallery" goes
live, showcasing Helmut Lang's "Alles Gleich Schwer". This, a bold new
exhibition of artworks, will be brought to a global audience as part of the
artist's vision of an ABSOLUT WORLD, eradicating traditional barriers between
viewer and art, consumer and gallery - accessible to all for a three month
period through http://www.absolut.com/helmutlang.
    To view the Multimedia News Release, please click:
    To present "Alles Gleich Schwer" in a digital environment, ABSOLUT and
Helmut Lang are working as a creative partnership to develop a uniquely
innovative interactive platform, in which the art can live beyond physical
space and outside the restraints of location. Here, users will be able to get
under the skin of the art - move it, rotate it, almost virtually cradle it.
Moreover, in a ground-breaking exploration of the Internet as a creative
medium, visitors to ABSOLUT.COM/HELMUTLANG will be able to exclusively
download and print limited edition high-res exhibition posters, with no
requirements needed other than an Internet connection.
    This desire to work with the web's inherently self-regulating methodology
is key to Lang's vision, as he states, "I'm interested in the virtual platform
because of its relatively democratic nature and specifically to be independent
from time or geographic boundaries." Here, users have "equal access to the
same information" and are afforded "the unique experience of viewing art in an
isolated manner, which also has its interesting side."
    Absolut's Karl-Johan Bogefors adds, "the opportunity to create an
environment in which participants, irrespective of where they might be, can
have access to and interact with outstanding original material in an honest
and forward-thinking way, has been a great satisfaction for us."
    "Alles Gleich Schwer" previewed at the prestigious kestnergesellschaft in
Hannover as Helmut Lang's first solo institutional art exhibition, curated by
Frank Thorsten Moll and Neville Wakefield. The exhibition marks Lang's move
away from the physical body's articulation through clothes towards an
understanding and examination of the object. Drawing on references as diverse
as the folkloric rites of maypole ceremonies and the exploration of surrogate
skin, Lang has created a series of visual pieces that integrate an intimate
knowledge of the human form with the personal mythologies and abstract
arrangements of the world at large.
    The collaboration between Helmut Lang and Absolut draws on a relationship
that stretches back to Helmut Newton's "ABSOLUT LANG" campaign (1995) and
reflects Lang's early adoption and appreciation of the Internet, which he used
before any other designer to showcase fashion collections (Helmut Lang Sceance
de Travail, A/W 97-98, online). Karl-Johan Bogefors explains, "Absolut as a
brand has from the very beginning and throughout its well documented history
communicated an innate creativity. Helmut Lang is a true Visionary, in all his
output - fashion, art, even the communication of these disciplines, which is
itself an artform. In this respect he is part of the language and culture of
Absolut, and we are proud to be working together once more to help realise
this, his new Vision."
    Absolut's latest project with Helmut Lang is part of its larger 'In An
Absolut World' Visionaries campaign'; an online-led brand program that engages
both consumers and leading creative luminaries to express clever and daring
visions of an ideal world and helps bring them to life on ABSOLUT.Com. Other
recent Visionaries include Kanye West, uber-blogger Perez Hilton, comedian
Zach Galifianakis, with upcoming visions expected later this year from Eddie
Izzard and artist/eco-chef Jim Denevan.
    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: Richard Scott, Account Director,
Saturday/Relative PR, Tel: +44-20-7749-4510, Email:
richard@relative-london.com; Karl-Johan Bogefors, Global Director PR & Events
V&S Absolut Spirits, Tel: +46-73-274-65-73, E-mail:
karl-johan.bogefors@absolut.se; Zoe Turnbull, PR Director, Great Works, Tel:
(917) 446-9550, Email: zt@greatworks.com

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