ADWEEK | Christine Birkner:
Absolut has deep ties to the art world, as it’s collaborated with Andy Warhol, Annie Leibovitz, Helmut Newton, Damien Hirst and more than 600 other artists to design ad campaigns for its iconic bottle throughout its history. Now, the vodka brand will sell works of art, as well, through its for-profit ecommerce subsidiary, Absolut Art, which launches in the U.S. on Oct. 5 after running in Europe for the past year.
“Absolut was looking at different industries they could branch out into—they could’ve gone into hotels or entertainment, but they decided that art was a natural extension,” said Nahema Mehta, Absolut Art’s CEO. “They’ve been working with artists for 30 years, so it’s the perfect connection to the brand’s heritage.”… Read more
Image: Absolut Art curates fine art from cities around the world.