This collaboration is the latest in a long line of creative collaborations by ABSOLUT, who for 30 years has collaborated with the a diverse range of creatives such as icons Andy Warhol and Damien Hirst to Lenny Kravitz and Versace. This latest limited edition bottle by Hewlett is entitled the “ABSOLUT London’. The bottle depicts characters who are representative of a London’s “style and fashion pioneers over the past 200 years.” (via ABSOLUT). The design is set against a London backdrop and introduces key characters from the past who have been influential in shaping the fashion scene in London. The seven characters depict the city’s heritage and span the decades from Dickensian and 18th Century Dandy, to Pinstripe gent, 60’s chick, SKA, Punk and 80’s Casual figures.
The bottle is on sale at Harvey Nichols and Selfridges from March 1st, and a further 50 bottles will be given away through an Instagram Facebook competition.
Jamie Hewlett is a comic book artist and designer best known for being the co-creator of the comic Tank Girl and co-creator of the virtual band Gorillaz. Hewlett says “London has such a fascinating and rich history which has inspired me over the years. For ABSOLUT London I chose to re-create 7 iconic characters from different eras who are largely defined by their style as well as their impactful contribution to London’s culture at the time.”
Absolut decided to launch a London-based bottle as the theme ties in with the up-coming Olympics and Diamond Jubilee year. In the late 80’s ABSOLUT® VODKA ran a ‘Cities’ advertising campaign with reference to the “intrinsic flare and historical heartbeat of what makes each city special.” In 2007, the brand took the ‘Cities’ campaign further with the launch of ABSOLUT® NEW ORLEANS, followed by ABSOLUT® LOS ANGELES, ABSOLUT® BOSTON, ABSOLUT® BROOKLYN and ABSOLUT® SAN FRAN in 2011. ABSOLUT LONDON is the first to launch in Europe.
ABSOLUT Marketing Manager Adam Boita says “Jamie Hewlett is one of London’s influential creative visionaries and has really captured London style, past and present in his design. This is the first time ABSOLUT have released a London City Edition and there couldn’t be a better year to celebrate London’s creativity and the people who have made London so iconic.”
A specially designed micro site ‘The ABSOLUT Spirit of London’ will also launch in April. The site is designed to take the user on a journey of London “with an ABSOLUT twist”, enabling users to learn facts and interact with characters and influential figures of London’s cultural heritage. The micro site will also feature competitions and unique prizes including signed artwork by Jamie Hewlett to accompany the campaign.
A behind the scenes film will also be released to give an insight to the journey behind the bottle creation. From Hewlett’s initial sketches through to its production in Sweden the film will include the step by step process and an interview with the artist himself. The film will be available to view on www.facebook.com/ABSOLUTUK.
The limited edition bottle is on sale from March 1st, and ABSOLUT London will go on general release from 2nd April, RRP £17.89.