filling in the blank at the absolut blank atelier in munich

when introducing a new product to the market, most brands will often stick to traditional methods such as throwing a big party and possibly running a couple of TV ads to reach as many people as possible. Absolut has consistently been proving itself to find new ways of promoting their brand, often bringing together creative minds and inviting them to come up with something completely new (i was lucky enough to be one of those creatives back in 2009 and again in 2010).

now, on the occasion of the launch of the new Absolut Blank bottle, designed by Mario Wagner, a 4-day pop up gallery called Absolut Blank Atelier was set up in Munich. international artists with backgrounds in fashion, music and other genres were invited to present an art project. the focus hereby was not on the finished piece but rather the process involved to create the artwork, the path that leads an artist from the metaphoric blank page to the final creation.

one of the projects presented was a collaboration between my streetstyle colleague Gunnar Hämmerle a.k.a the styleclicker and designer Ayzit Bostan. their only inspiration was the blank page. with both working in fashion, they ultimately came up with the idea of taking a roll of white cotton and shaping it onto a model, creating different styles, adding a dash of color or a cut here and there. the whole thing was filmed and presented as an installation at the atelier where the original roll of cloth was hung up as a canvas the film was projected on.

other artists sharing an inside look on how they create their art included dj and producer Jonas Imbery (gomma) in conjunction with art director Mirko Borsche, musicians Apparat & Nackt as well as Bompas & Parr.

more about the different events during the 4 days can be found here, here or here.

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