September 25, 2003 30 January 2003 Absolut Generations: New european Absolut campaign

The ABSOLUT Company is proud to have built up a wide-ranging collection of paintings, sculpture and photography by the most prominent figures in recent art history, all based around the ABSOLUT bottle. Now with ABSOLUT GENERATIONS a new generation is bringing new media – including performance, film and installation art – to the ABSOLUT collection, and the brief has been expanded such that these new works need only include some reference to the bottle’s distinctive silhouette.

ABSOLUT GENERATIONS is an experimental art project which sees ABSOLUT commissioning Europe’s most exciting artists to work with their favourite figures from the frontline of new art. For Poland, MIROSLAW BALKA has chosen the young Polish artist MARZENA NOWAK as his creative partner. Nowak’s collaboration with Balka will first be announced to the public with a double-page spread in the Febuary 10th edition of Time magazine, where Balka will interview Nowak about her work. Check out the ABSOLUT NOWAK ad.

The results of their work, along with those of the other 12 pairs of artists taking part in ABSOLUT GENERATIONS, will be unveiled at the Venice Biennale, showing at the Palazzo Zenobio from 12 June to 28 September 2003.