"Absolut Vodka has unveiled the latest in its iconic artist collaboration series with a striking homage to Pop Art legend, Keith Haring. With a custom bottle and immersive gallery experience taking over Charing Cross tube station (aptly renamed 'Haring Cross'), the brand champions Haring's mission to make art accessible for all. After a triumphant Warhol collaboration back in 2024, Absolut was left questioning how it could top its previous project."
""Warhol made that job easier for us when he passed on the brush to Keith Haring to do the next Absolut painting in 1986. We knew there was a gift waiting for us, but how do we embrace that and bring it to life?" And so the Playful Underground campaign was born. Taking over Charing Cross tube station (aptly renaming it to 'Haring Cross'), Absolut and partners transformed the space into an immersive art gallery featuring Haring's original Absolut Vodka paintings."
Absolut Vodka launched a collaboration honoring Keith Haring with a custom bottle and an immersive gallery takeover of Charing Cross station, renamed 'Haring Cross'. The campaign draws on Absolut's 1986 collaboration with Haring and follows a 2024 Warhol project. Absolut positioned the bottle as a storytelling canvas and emphasized synergy with Haring's mission to democratize art by placing works in public spaces. The Playful Underground activation allowed passersby to collect posters of Haring's Absolut artworks. Absolut framed the effort as a continuation of brand heritage and a demonstration of art's accessibility and activist potential.
Read at Creative Bloq
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