By Ian Neubauer

Absolut Vodka has opened a new temporary venue at Sydney’s circular quay that will be used to host a series of after-parties for Australian Fashion Week.

The ‘Absolut Gallery’ will see the unveiling of a series of new art pieces that capture the iconic vodka brand and build on the genre of artistic expression born following a much-publicised collaboration between Absolut and Andy Warhol in 1985.

The venue will feature six images specially produced by clients of creative agent DLM, while local sculptor Luke Storrier will create an expression of his Absolut vision over the coming week in nearby Customs Square.

“The space itself is part of a much larger initiative which goes by the name of ‘In An Absolut World Be Creative’," said Absolut marketing manager – Australia, Laura Stephen.

“The result of these collaborations throughout 2009 will form part of a multi-tiered marketing campaign stretching across print and digital media, outdoor advertising, on-premise promotions and special events.”

The campaign represents a $1.2 million investment in execution with a media value of $740,000 and is just one component of an overall brand strategy that will unfold throughout the course of the year.

The Absolut Gallery is located in the ‘Toaster’ building of East Circular Quay. It launched last Thursday (Apr 23) for an exclusive event hosted in partnership with Vogue and will operate until Sunday (May 3). Entry is by invite only.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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