MEDIA RELEASE PR31979
ABSOLUT Launches Pioneering Online Art Platform to Exhibit Helmut Lang's "Alles
Gleich Schwer"
STOCKHOLM, Sept. 30/PRNewswire-AsiaNet/ --
- In an ABSOLUT WORLD, Alles Gleich Schwer by Helmut Lang
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
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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 art form. 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.
SOURCE: The ABSOLUT Company
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