London, October 17, 2013: ABSOLUT, a global icon, is set apart by its partnership with creative minds. The new collaborative revelation in the ABSOLUT world of art and creativity is with one of the world’s most important contemporary artists- Anish Kapoor.

Online PR News – 18-October-2013 – Mumbai – ‘ABSOLUT Kapoor’ is a spectacular installation. The dramatic work is created out of negative space with his signature interplay of form and vibrant colours. He is an alchemist, bringing together elements which redefine the relationships between object and viewer, sculpture and space, evoking a transformation that’s truly ABSOLUT.

“Absolut has a long history with artists, from Warhol to many of my great colleagues. The idea of somehow encapsulating whatever it is that one does in a single moment....and kind of making it an Absolut Kapoor. It is a strange notion, but one that I felt I could at least go in pursuit of”. –Anish Kapoor

“Art is really all about transformation; it’s about taking a piece of metal, a lump of clay, a bit of cement, or whatever else and turning it into something that it isn’t. That fundamental transformation is truly mysterious; it is something that is in a way is wondrous. That moment of wonder is something that is deeply attractive and we are instinctively drawn to it, it is as if the work is saying come here, come and be part of this wonder, this thing that is happening. And I feel that intimacy with the viewer is something special, something we have to hold on to”. – Anish Kapoor

“It is quite unbelievable for a lover of contemporary art to be collaborating with Anish Kapoor. ABSOLUT has that draw which enables the best creative minds to engage and focus on that ‘single moment which fundamentally transforms an idea, the moment of wonder, to something deeply attractive’ as the sculptor puts it himself. ABSOLUT KAPOOR is a milestone for us- a creative expression remarkable in construct and thought.” said Bikram Basu, Vice President- Marketing, at Pernod Ricard India.

ABSOLUT has always embraced creativity. Internationally it all began with Andy Warhol, who painted the ABSOLUT VODKA bottle. He was soon followed by Rosemarie Trockel, Angus Fairhurst, Louise Bourgeois and other well-known artists. ABSOLUT has found expression in painting, photography, sculpture, glass, wood work, folk art, computer/digital art and every other medium imaginable.

In 2011, ABSOLUT embarked on its collaborations in India with contemporary artist Subodh Gupta (“ABSOLUT GUPTA”), followed by Bharti Kher in 2012 (“ABSOLUT KHER”). In 2013, acclaimed author Vikram Seth and ABSOLUT came together to create a kind of magic, as they unveiled “ABSOLUT SETH”.

About Anish Kapoor

Anish Kapoor is one of the most influential sculptors of his generation. Born in Bombay, he has lived and worked in London since the early 70's. Kapoor sees his work as being engaged with deep-rooted metaphysical polarities; presence and absence, being and non-being, place and non-place and the solid and the intangible. Throughout Kapoor's sculptures his fascination with darkness and light is apparent; the translucent quality of the resin works, the absorbent nature of the pigment, the radiant glow of alabaster and the fluid reflections of stainless steel and water. Through this interplay between form and light, Kapoor aspires to evoke sublime experiences, which address primal physical and psychological states.

Anish Kapoor lives and works in London, UK

His site: http://anishkapoor.com/

About ABSOLUT Creativity

For 30 years, ABSOLUT VODKA has collaborated with the creative world and the collection today comprises more than 800 works from artists such as Andy Warhol, Francesco Clemente, Louise Bourgeois, Rosemarie Trockel, Angus Fairhurst, Jan Saudek and Béatrice Cussol.


For further information, please contact:

Nimisha Limaye, Clea PR, E-mail: nimisha@cleapublicrelations.com, Tel: +91 9773699592

Esha Joshi, Clea Public Relations, E-mail: esha@cleapublicrelations.com, Tel: +91 8879557082