Absolut challenged the art community in Dubai to express what the brand means to them. The installation idea came from our MD but secretly we were all game.
We aimed to create an installation piece which symbolizes the social aspect of the brand. Instead of a direct representation of the bottle we used interactive technologies to blend together the signature symbol with social activity.
In default the installation is a mirror and tends to return to this state. An active human element is needed as a catalyst to activate the installation and reveal the underlying shape of the signature Absolut bottle.