A new limited edition ABSOLUT Vodka called ABSOLUT Miami will roll out, celebrating Art Basel Miami. The new liquor is a passion fruit and orange blossom flavor, and will debut on 8th December, when it will be promoted at Art Basel events and a three month tour across the region. As for when you can actually buy it in store – the drink will be available for purchase in retail stores from New Years to spring. The new ABSOLUT campaign rolls with a Dusk Till Dawn tagline, which refers to Miami and it’s nightlife.
“We’re distilling the essence of Miami in a bottle” -said Maxime Kouchnir, Absolut’s vice president of marketing.
But simply creating a product and slapping Miami on its tropical-colored label won’t be enough to generate the buzz the company wants: Absolut is taking it on the road, with portable pop-up parties during Art Basel and beyond. Hoping to leverage Basel’s momentum, pop artist Mr. Brainwash (aka Thierry Guetta, who you may also know from Banksy’s film Exit Through the Gift Shop) has used the traveling bar as a canvas. The portable gallery will feature original Mr. Brainwash work, along with that of previous Absolut contributors and artists Daniel Fila and Ceron. The installation will also appear at the Fontainebleau hotel next month and at Ultra Music Festival.
Guests attend the ABSOLUT VODKA’S Pop- Up gallery in Wynwood.
With a legacy of creative collaborations, ABSOLUT presented party goers with a custom, traveling outdoor installation that serves as a blank space for artists, musicians and bartenders to create the exceptional. From global icon Mr. Brainwash to celebrated up-and-coming local Miami artists, the space will literally be transformed into art itself by some of the most noted artists of today.
Photos: Hauteliving.com and Jean Morrow