Absolut Reaches Out To Next Generation
Jun 16, 2003, 12:00 AM
Absolut Vodka is launching a new Internet feature. Beginning immediately, and running for two months on the ABSOLUT Web site www.absolut.com, visitors are invited to contribute to the creation of an original piece of art initiated by British sculptor Richard Wentworth and Semiconductor, an emerging film and sound artist duo. This interactive initiative titled "Absolut Next Generation" constitutes the 14th showpiece and only online artwork in the Absolut Generations collection, an artistic exhibition debuting today at the Venice Biennale through September 28, 2003. The original artwork created by Wentworth and Semiconductor will evolve over the course of two months as visitors make their own creative additions, until the final unveiling of the final work in mid August. At that time, the online artwork will be "closed" to the public and put on official display in the Absolut Generations collection. The site welcomes visitors through an exhibition hall resembling the Biennale art exhibition. Once visitors sign in, they are welcomed into the "creative world of Absolut." For the first time in the company's history, consumers are invited to submit their creative input into a piece of art in the Absolut art collection. Online design tools enable visitors to alter the Wentworth and Semiconductor piece with their own interpretations. To underscore the global reach of www.absolut.com, an interactive world map enables site visitors to review the names of all contributors.