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ABSOLUT Transform Today Global Campaign Brings in Couture Designer Yiqing Yin

ABSOLUT Transform Today Global Campaign Brings in Couture Designer Yiqing Yin

It's not unusual for liquor brands to collaborate with different companies so we're not surprised that ABSOLUT has started their first global campaign with creative agency Sid Lee, called Transform Today. The campaign draws inspiration from the creative spirit, calling upon four cutting-edge artists to participate — one of which is French haute couture designer Yiqing Yin. Photo Courtesy of ABSOLUT

"This is an exciting moment for ABSOLUT. For 30 years — ever since our first art ad was created by Andy Warhol — globally renowned artists have made amazing works inspired by our iconic bottle. Now, we are transforming the way we collaborate with artists," says Jonas Tåhlin. VP Global Marketing at ABSOLUT. Photo Courtesy of ABSOLUT

Known for championing the cultural impact of art, ABSOLUT wanted to collaborate with artists who shared their daring spirit and dedication to personal expression — those who craft their work by breaking thing, challenging conventions and recreating themselves for the chance at more. Photo Courtesy of Yiqing Yin

Naturally, Yiqing Yin fit in seamlessly. Not concerned with order, she pushes boundaries by experimenting with flow and movement while "sculpting" her pieces directly onto the mannequin. The young designer embraces fashion modernization and lets the fabric call the shots, all while drawing from nature. Photo Courtesy of ABSOLUT

For the official global launch, the four artists (Woodkid, Aaron Koblin, and Rafael Grampá) will be introduced via television commercial, print ads, and an online campaign. Starting November, they will open their creative process to the public, offering people the chance to explore their own creative potential through the media.


COLLAGES

“Let’s Pretend This Never Happened” is a one-of-a-kind presentation at Stockholm Design Week by Portuguese furniture brand De La Espada and Studio Astolfi. The event – which ran for four days in a series of performances – is a heartfelt theatrical presentation set in a stunning 1920s apartment in Stockholm. Actors Fernando Nobre and Vania Rovisco play a couple who inhabits the house – a luxurious, elegant apartment once owned by ABBA’s manager – dancing, singing and running around the space, while the audience follows them.

One by one, the couple uncovers beautiful pieces of furniture – a total of fourteen new designs by Neri&Hu, Jason Miller, Matthew Hilton, and Luca Nichetto – through vignettes of everyday life. In the office, they pound on a vintage typewriter trying to find the right words while melancholic music fills the room – they look at each other with complete understanding, an acknowledgment of love. Later on, a sing-along and musical chair games with the audience take place in the living room. In the dining room, we witness the couple fight without words but through intense glares and tears, sadly staring at each other across the table. The performance ends in the bedroom where the couple tenderly makes up, ending the scene by inviting the audience to place an object in the cabinet of curiosities.

Once intimate and interactive, the emotional presentation felt like witnessing someone else’s private life. Or being a part of it. What makes it unique is that the performance brings the furniture to life, instead of taking it out of context as in usual presentations. It brings us to the very heart of the home, where furniture is ultimately used. It also makes one think of the intimacy of the spaces we inhabit, and the special moments that happen in our everyday lives. Given its limited run, it only adds to the specialness of it – of being part of something that’s transient and fleeting, something we can look back on and ask if it really happened.

Angel Trinidad is an editor, writer and creative strategist based in Amsterdam. She is the author of 'Scandinavia Dreaming: Nordic Homes, Interiors and Design', and co-author of 'Night Fever 5: Hospitality Design'. She is also the founding editor of Keen On Walls, a website which features inspiring interiors, design and spaces.

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert


COLLAGES

“Let’s Pretend This Never Happened” is a one-of-a-kind presentation at Stockholm Design Week by Portuguese furniture brand De La Espada and Studio Astolfi. The event – which ran for four days in a series of performances – is a heartfelt theatrical presentation set in a stunning 1920s apartment in Stockholm. Actors Fernando Nobre and Vania Rovisco play a couple who inhabits the house – a luxurious, elegant apartment once owned by ABBA’s manager – dancing, singing and running around the space, while the audience follows them.

One by one, the couple uncovers beautiful pieces of furniture – a total of fourteen new designs by Neri&Hu, Jason Miller, Matthew Hilton, and Luca Nichetto – through vignettes of everyday life. In the office, they pound on a vintage typewriter trying to find the right words while melancholic music fills the room – they look at each other with complete understanding, an acknowledgment of love. Later on, a sing-along and musical chair games with the audience take place in the living room. In the dining room, we witness the couple fight without words but through intense glares and tears, sadly staring at each other across the table. The performance ends in the bedroom where the couple tenderly makes up, ending the scene by inviting the audience to place an object in the cabinet of curiosities.

Once intimate and interactive, the emotional presentation felt like witnessing someone else’s private life. Or being a part of it. What makes it unique is that the performance brings the furniture to life, instead of taking it out of context as in usual presentations. It brings us to the very heart of the home, where furniture is ultimately used. It also makes one think of the intimacy of the spaces we inhabit, and the special moments that happen in our everyday lives. Given its limited run, it only adds to the specialness of it – of being part of something that’s transient and fleeting, something we can look back on and ask if it really happened.

Angel Trinidad is an editor, writer and creative strategist based in Amsterdam. She is the author of 'Scandinavia Dreaming: Nordic Homes, Interiors and Design', and co-author of 'Night Fever 5: Hospitality Design'. She is also the founding editor of Keen On Walls, a website which features inspiring interiors, design and spaces.

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert


COLLAGES

“Let’s Pretend This Never Happened” is a one-of-a-kind presentation at Stockholm Design Week by Portuguese furniture brand De La Espada and Studio Astolfi. The event – which ran for four days in a series of performances – is a heartfelt theatrical presentation set in a stunning 1920s apartment in Stockholm. Actors Fernando Nobre and Vania Rovisco play a couple who inhabits the house – a luxurious, elegant apartment once owned by ABBA’s manager – dancing, singing and running around the space, while the audience follows them.

One by one, the couple uncovers beautiful pieces of furniture – a total of fourteen new designs by Neri&Hu, Jason Miller, Matthew Hilton, and Luca Nichetto – through vignettes of everyday life. In the office, they pound on a vintage typewriter trying to find the right words while melancholic music fills the room – they look at each other with complete understanding, an acknowledgment of love. Later on, a sing-along and musical chair games with the audience take place in the living room. In the dining room, we witness the couple fight without words but through intense glares and tears, sadly staring at each other across the table. The performance ends in the bedroom where the couple tenderly makes up, ending the scene by inviting the audience to place an object in the cabinet of curiosities.

Once intimate and interactive, the emotional presentation felt like witnessing someone else’s private life. Or being a part of it. What makes it unique is that the performance brings the furniture to life, instead of taking it out of context as in usual presentations. It brings us to the very heart of the home, where furniture is ultimately used. It also makes one think of the intimacy of the spaces we inhabit, and the special moments that happen in our everyday lives. Given its limited run, it only adds to the specialness of it – of being part of something that’s transient and fleeting, something we can look back on and ask if it really happened.

Angel Trinidad is an editor, writer and creative strategist based in Amsterdam. She is the author of 'Scandinavia Dreaming: Nordic Homes, Interiors and Design', and co-author of 'Night Fever 5: Hospitality Design'. She is also the founding editor of Keen On Walls, a website which features inspiring interiors, design and spaces.

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert


COLLAGES

“Let’s Pretend This Never Happened” is a one-of-a-kind presentation at Stockholm Design Week by Portuguese furniture brand De La Espada and Studio Astolfi. The event – which ran for four days in a series of performances – is a heartfelt theatrical presentation set in a stunning 1920s apartment in Stockholm. Actors Fernando Nobre and Vania Rovisco play a couple who inhabits the house – a luxurious, elegant apartment once owned by ABBA’s manager – dancing, singing and running around the space, while the audience follows them.

One by one, the couple uncovers beautiful pieces of furniture – a total of fourteen new designs by Neri&Hu, Jason Miller, Matthew Hilton, and Luca Nichetto – through vignettes of everyday life. In the office, they pound on a vintage typewriter trying to find the right words while melancholic music fills the room – they look at each other with complete understanding, an acknowledgment of love. Later on, a sing-along and musical chair games with the audience take place in the living room. In the dining room, we witness the couple fight without words but through intense glares and tears, sadly staring at each other across the table. The performance ends in the bedroom where the couple tenderly makes up, ending the scene by inviting the audience to place an object in the cabinet of curiosities.

Once intimate and interactive, the emotional presentation felt like witnessing someone else’s private life. Or being a part of it. What makes it unique is that the performance brings the furniture to life, instead of taking it out of context as in usual presentations. It brings us to the very heart of the home, where furniture is ultimately used. It also makes one think of the intimacy of the spaces we inhabit, and the special moments that happen in our everyday lives. Given its limited run, it only adds to the specialness of it – of being part of something that’s transient and fleeting, something we can look back on and ask if it really happened.

Angel Trinidad is an editor, writer and creative strategist based in Amsterdam. She is the author of 'Scandinavia Dreaming: Nordic Homes, Interiors and Design', and co-author of 'Night Fever 5: Hospitality Design'. She is also the founding editor of Keen On Walls, a website which features inspiring interiors, design and spaces.

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert


COLLAGES

“Let’s Pretend This Never Happened” is a one-of-a-kind presentation at Stockholm Design Week by Portuguese furniture brand De La Espada and Studio Astolfi. The event – which ran for four days in a series of performances – is a heartfelt theatrical presentation set in a stunning 1920s apartment in Stockholm. Actors Fernando Nobre and Vania Rovisco play a couple who inhabits the house – a luxurious, elegant apartment once owned by ABBA’s manager – dancing, singing and running around the space, while the audience follows them.

One by one, the couple uncovers beautiful pieces of furniture – a total of fourteen new designs by Neri&Hu, Jason Miller, Matthew Hilton, and Luca Nichetto – through vignettes of everyday life. In the office, they pound on a vintage typewriter trying to find the right words while melancholic music fills the room – they look at each other with complete understanding, an acknowledgment of love. Later on, a sing-along and musical chair games with the audience take place in the living room. In the dining room, we witness the couple fight without words but through intense glares and tears, sadly staring at each other across the table. The performance ends in the bedroom where the couple tenderly makes up, ending the scene by inviting the audience to place an object in the cabinet of curiosities.

Once intimate and interactive, the emotional presentation felt like witnessing someone else’s private life. Or being a part of it. What makes it unique is that the performance brings the furniture to life, instead of taking it out of context as in usual presentations. It brings us to the very heart of the home, where furniture is ultimately used. It also makes one think of the intimacy of the spaces we inhabit, and the special moments that happen in our everyday lives. Given its limited run, it only adds to the specialness of it – of being part of something that’s transient and fleeting, something we can look back on and ask if it really happened.

Angel Trinidad is an editor, writer and creative strategist based in Amsterdam. She is the author of 'Scandinavia Dreaming: Nordic Homes, Interiors and Design', and co-author of 'Night Fever 5: Hospitality Design'. She is also the founding editor of Keen On Walls, a website which features inspiring interiors, design and spaces.

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert


COLLAGES

“Let’s Pretend This Never Happened” is a one-of-a-kind presentation at Stockholm Design Week by Portuguese furniture brand De La Espada and Studio Astolfi. The event – which ran for four days in a series of performances – is a heartfelt theatrical presentation set in a stunning 1920s apartment in Stockholm. Actors Fernando Nobre and Vania Rovisco play a couple who inhabits the house – a luxurious, elegant apartment once owned by ABBA’s manager – dancing, singing and running around the space, while the audience follows them.

One by one, the couple uncovers beautiful pieces of furniture – a total of fourteen new designs by Neri&Hu, Jason Miller, Matthew Hilton, and Luca Nichetto – through vignettes of everyday life. In the office, they pound on a vintage typewriter trying to find the right words while melancholic music fills the room – they look at each other with complete understanding, an acknowledgment of love. Later on, a sing-along and musical chair games with the audience take place in the living room. In the dining room, we witness the couple fight without words but through intense glares and tears, sadly staring at each other across the table. The performance ends in the bedroom where the couple tenderly makes up, ending the scene by inviting the audience to place an object in the cabinet of curiosities.

Once intimate and interactive, the emotional presentation felt like witnessing someone else’s private life. Or being a part of it. What makes it unique is that the performance brings the furniture to life, instead of taking it out of context as in usual presentations. It brings us to the very heart of the home, where furniture is ultimately used. It also makes one think of the intimacy of the spaces we inhabit, and the special moments that happen in our everyday lives. Given its limited run, it only adds to the specialness of it – of being part of something that’s transient and fleeting, something we can look back on and ask if it really happened.

Angel Trinidad is an editor, writer and creative strategist based in Amsterdam. She is the author of 'Scandinavia Dreaming: Nordic Homes, Interiors and Design', and co-author of 'Night Fever 5: Hospitality Design'. She is also the founding editor of Keen On Walls, a website which features inspiring interiors, design and spaces.

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert


COLLAGES

“Let’s Pretend This Never Happened” is a one-of-a-kind presentation at Stockholm Design Week by Portuguese furniture brand De La Espada and Studio Astolfi. The event – which ran for four days in a series of performances – is a heartfelt theatrical presentation set in a stunning 1920s apartment in Stockholm. Actors Fernando Nobre and Vania Rovisco play a couple who inhabits the house – a luxurious, elegant apartment once owned by ABBA’s manager – dancing, singing and running around the space, while the audience follows them.

One by one, the couple uncovers beautiful pieces of furniture – a total of fourteen new designs by Neri&Hu, Jason Miller, Matthew Hilton, and Luca Nichetto – through vignettes of everyday life. In the office, they pound on a vintage typewriter trying to find the right words while melancholic music fills the room – they look at each other with complete understanding, an acknowledgment of love. Later on, a sing-along and musical chair games with the audience take place in the living room. In the dining room, we witness the couple fight without words but through intense glares and tears, sadly staring at each other across the table. The performance ends in the bedroom where the couple tenderly makes up, ending the scene by inviting the audience to place an object in the cabinet of curiosities.

Once intimate and interactive, the emotional presentation felt like witnessing someone else’s private life. Or being a part of it. What makes it unique is that the performance brings the furniture to life, instead of taking it out of context as in usual presentations. It brings us to the very heart of the home, where furniture is ultimately used. It also makes one think of the intimacy of the spaces we inhabit, and the special moments that happen in our everyday lives. Given its limited run, it only adds to the specialness of it – of being part of something that’s transient and fleeting, something we can look back on and ask if it really happened.

Angel Trinidad is an editor, writer and creative strategist based in Amsterdam. She is the author of 'Scandinavia Dreaming: Nordic Homes, Interiors and Design', and co-author of 'Night Fever 5: Hospitality Design'. She is also the founding editor of Keen On Walls, a website which features inspiring interiors, design and spaces.

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert


COLLAGES

“Let’s Pretend This Never Happened” is a one-of-a-kind presentation at Stockholm Design Week by Portuguese furniture brand De La Espada and Studio Astolfi. The event – which ran for four days in a series of performances – is a heartfelt theatrical presentation set in a stunning 1920s apartment in Stockholm. Actors Fernando Nobre and Vania Rovisco play a couple who inhabits the house – a luxurious, elegant apartment once owned by ABBA’s manager – dancing, singing and running around the space, while the audience follows them.

One by one, the couple uncovers beautiful pieces of furniture – a total of fourteen new designs by Neri&Hu, Jason Miller, Matthew Hilton, and Luca Nichetto – through vignettes of everyday life. In the office, they pound on a vintage typewriter trying to find the right words while melancholic music fills the room – they look at each other with complete understanding, an acknowledgment of love. Later on, a sing-along and musical chair games with the audience take place in the living room. In the dining room, we witness the couple fight without words but through intense glares and tears, sadly staring at each other across the table. The performance ends in the bedroom where the couple tenderly makes up, ending the scene by inviting the audience to place an object in the cabinet of curiosities.

Once intimate and interactive, the emotional presentation felt like witnessing someone else’s private life. Or being a part of it. What makes it unique is that the performance brings the furniture to life, instead of taking it out of context as in usual presentations. It brings us to the very heart of the home, where furniture is ultimately used. It also makes one think of the intimacy of the spaces we inhabit, and the special moments that happen in our everyday lives. Given its limited run, it only adds to the specialness of it – of being part of something that’s transient and fleeting, something we can look back on and ask if it really happened.

Angel Trinidad is an editor, writer and creative strategist based in Amsterdam. She is the author of 'Scandinavia Dreaming: Nordic Homes, Interiors and Design', and co-author of 'Night Fever 5: Hospitality Design'. She is also the founding editor of Keen On Walls, a website which features inspiring interiors, design and spaces.

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert


COLLAGES

“Let’s Pretend This Never Happened” is a one-of-a-kind presentation at Stockholm Design Week by Portuguese furniture brand De La Espada and Studio Astolfi. The event – which ran for four days in a series of performances – is a heartfelt theatrical presentation set in a stunning 1920s apartment in Stockholm. Actors Fernando Nobre and Vania Rovisco play a couple who inhabits the house – a luxurious, elegant apartment once owned by ABBA’s manager – dancing, singing and running around the space, while the audience follows them.

One by one, the couple uncovers beautiful pieces of furniture – a total of fourteen new designs by Neri&Hu, Jason Miller, Matthew Hilton, and Luca Nichetto – through vignettes of everyday life. In the office, they pound on a vintage typewriter trying to find the right words while melancholic music fills the room – they look at each other with complete understanding, an acknowledgment of love. Later on, a sing-along and musical chair games with the audience take place in the living room. In the dining room, we witness the couple fight without words but through intense glares and tears, sadly staring at each other across the table. The performance ends in the bedroom where the couple tenderly makes up, ending the scene by inviting the audience to place an object in the cabinet of curiosities.

Once intimate and interactive, the emotional presentation felt like witnessing someone else’s private life. Or being a part of it. What makes it unique is that the performance brings the furniture to life, instead of taking it out of context as in usual presentations. It brings us to the very heart of the home, where furniture is ultimately used. It also makes one think of the intimacy of the spaces we inhabit, and the special moments that happen in our everyday lives. Given its limited run, it only adds to the specialness of it – of being part of something that’s transient and fleeting, something we can look back on and ask if it really happened.

Angel Trinidad is an editor, writer and creative strategist based in Amsterdam. She is the author of 'Scandinavia Dreaming: Nordic Homes, Interiors and Design', and co-author of 'Night Fever 5: Hospitality Design'. She is also the founding editor of Keen On Walls, a website which features inspiring interiors, design and spaces.

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert


COLLAGES

“Let’s Pretend This Never Happened” is a one-of-a-kind presentation at Stockholm Design Week by Portuguese furniture brand De La Espada and Studio Astolfi. The event – which ran for four days in a series of performances – is a heartfelt theatrical presentation set in a stunning 1920s apartment in Stockholm. Actors Fernando Nobre and Vania Rovisco play a couple who inhabits the house – a luxurious, elegant apartment once owned by ABBA’s manager – dancing, singing and running around the space, while the audience follows them.

One by one, the couple uncovers beautiful pieces of furniture – a total of fourteen new designs by Neri&Hu, Jason Miller, Matthew Hilton, and Luca Nichetto – through vignettes of everyday life. In the office, they pound on a vintage typewriter trying to find the right words while melancholic music fills the room – they look at each other with complete understanding, an acknowledgment of love. Later on, a sing-along and musical chair games with the audience take place in the living room. In the dining room, we witness the couple fight without words but through intense glares and tears, sadly staring at each other across the table. The performance ends in the bedroom where the couple tenderly makes up, ending the scene by inviting the audience to place an object in the cabinet of curiosities.

Once intimate and interactive, the emotional presentation felt like witnessing someone else’s private life. Or being a part of it. What makes it unique is that the performance brings the furniture to life, instead of taking it out of context as in usual presentations. It brings us to the very heart of the home, where furniture is ultimately used. It also makes one think of the intimacy of the spaces we inhabit, and the special moments that happen in our everyday lives. Given its limited run, it only adds to the specialness of it – of being part of something that’s transient and fleeting, something we can look back on and ask if it really happened.

Angel Trinidad is an editor, writer and creative strategist based in Amsterdam. She is the author of 'Scandinavia Dreaming: Nordic Homes, Interiors and Design', and co-author of 'Night Fever 5: Hospitality Design'. She is also the founding editor of Keen On Walls, a website which features inspiring interiors, design and spaces.

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert

Photos by Yves Callewaert


Watch the video: Absolut Transform Today Yi Qing (October 2021).