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Absolut® Transforms Art Basel In Miami Beach With Art Bar Installation 'Night Court'

Absolut Collaborates with LA-based Artist, Ry Rocklen, to Inspire the Power of Creation.

MIAMI, Dec. 3, 2013 /PRNewswire/ -- On Wednesday, Absolut will officially unveil its latest Art Bar installation, known as "Night Court," produced in collaboration with artist Ry Rocklen. A center of nightlife and entertainment for attendees of Art Basel in Miami Beach, Night Court is the most recent and most extensive manifestation of Rocklen's "Trophy Modern" collection, and features furnishings including a bar, bleachers, ping pong and chess table made from Rocklen's signature trophy parts, all set atop a life-sized basketball court at Oceanfront, Miami Beach.

To view the multimedia assets associated with this release, please click:  http://www.multivu.com/mnr/64543-absolut-art-basel-miami-beach-ry-rocklen-transform-sculptures-installation

Embodying Absolut's Transform Today spirit of inspiring the power of creation, Rocklen's Night Court examines the culture of competition, creating an innovative art experience for attendees where viewers become both spectator and spectacle among Rocklen's thousands of trophy parts.

A core component of the installation is Rocklen's collaboration with cutting-edge artists and mixologists to create a variety of interactive experiences to take place each day and night at Night Court as part of Absolut's associate partnership of Art Basel.

"We're excited to share this ambitious art bar installation and backdrop for the convergence of art, music and cocktails with the Art Basel community," said Maxime Kouchnir, Vice President, Vodkas, Pernod Ricard USA. "As a brand, we continue to seek out unique collaborations with artists who believe in transforming the everyday, and Ry Rocklen's art bar creation is a true testament to that spirit."

Transforming Art Basel
Night Court will provide a central destination for art, music and cocktails for attendees of Art Basel in Miami Beach, for guests who are twenty one (21) years of age, including:

  • Night Court
    • Night Court will feature exclusive performances from world-renowned artists as well as live DJ sets each night. Musical performances include DJYSL, Yung Jake and Mykki Blanco.
    • Open daily December 4 – 7 from 12pm2am
    • Located Oceanfront between 21st and 22nd Streets
  • Absolut Bloody Bar
    • Attendees are invited to join Absolut for a showcase of Miami's best Bloody Marys featuring unique recipes by a team of local mixologists.
    • Open December 4 – 6 from 1pm3pm
  • Absolut X Art Basel
    • Art, music and cocktails collide at ABSOLUT X Art Basel with Ry Rocklen, performance from Ariel Pink and cocktails by mixologist John Lermayer
    • Wednesday, December 4 from 8pm11pm

Celebrating a Call to Creative Arms
Absolut's Art Basel activations and collaborations are another example of the brand's Transform Today mantra and spirit. A recently launched global call to arms, Transform Today underscores the brand's ethos of pushing creative boundaries to transform the ordinary into the extraordinary.

Creating art driven experiences at the world's premiere international art show is a natural for the brand given Absolut's rich 30-year history with the arts. Since Absolut's first Andy Warhol ad to collaborations with globally renowned artists, Absolut continues to foster and support the arts with creativity ingrained in its DNA.

In October, Absolut fans vied for the chance to make their creative dreams a reality as part of the brand's challenge to give away $80,000 in grants to fund projects that best represent how fans would "Transform Today." For more information about the winners and their stories, visit www.absolut.com/us/TransformTodayChallenge.

ENJOY WITH ABSOLUT RESPONSIBILITY®.

ABSOLUT® VODKA. PRODUCT OF SWEDEN. 40% ALC./VOL. DISTILLED FROM GRAIN. ©2013 IMPORTED BY ABSOLUT SPIRITS CO., NEW YORK, NY

About Absolut
Absolut Vodka has been committed to developing innovative flavors since the introduction of Absolut Peppar in 1986, its first flavored vodka.  Since then, Absolut has continued to bring a unique twist to common flavors with products such as Absolut® Mandrin®, Absolut® Citron, Absolut® Kurant®, Absolut® Vanilia, Absolut® Raspberri, Absolut® Apeach®, Absolut® Ruby Red, Absolut® Pears, Absolut® Mango, Absolut® Berri Acai, Absolut® Wild Tea, Absolut® Orient Apple, Absolut® Grapevine and Absolut© Cherrykran.

About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more than 18,000 people worldwide and is listed on the NYSE Euronext exchange (Ticker: RI). The company's leading spirits and wines include such prestigious brands as Absolut® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlúa® Liqueur, Beefeater® Gin, Plymouth™ Gin, Seagram's Extra Dry Gin®, Martell® Cognac, Hiram Walker® Liqueurs, Pernod®, Ricard® and Avión™ Tequila (through a joint venture with Tequila Avión); such superior wines as Jacob's Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.

Pernod Ricard USA is based in Purchase, New York, and has roughly 850 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.

Contact:


Lauren Nodzak  

Gillian Kushner

Pernod Ricard USA                     

Weber Shandwick

[email protected]                  

[email protected]

212-372-5345                                               

212-445-8417

 

Absolut unveils its Art Bar installation at Art Basel in Miami Beach in collaboration with LA-based artist, Ry Rocklen.

 

Ry Rocklen’s Night Court features functional furnishings, including a chess table, made from trophy parts as part of his collaboration with Absolut at Art Basel in Miami Beach.

 

Beginning Wednesday, Night Court will provide a central destination for art, music and cocktails for attendees of Art Basel in Miami Beach.

 

To view the multimedia assets associated with this release, please click: http://www.multivu.com/mnr/64543-absolut-art-basel-miami-beach-ry-rocklen-transform-sculptures-installation

SOURCE Pernod Ricard USA

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