If you’re a fan of modern art, but find the thought of buying it utterly intimidating, you may need to hit the bottle. Inspired by a thirty year commitment to contemporary art, Absolut is launching Absolut Art, a new independent extension of the Swedish vodka brand aimed at broadening access to contemporary art on a global scale.
Absolut Art’s ambition is to democratise access to contemporary art so that it becomes as much a part of peoples lives as music, fashion, and food.
Absolutart.com is an online platform that allows you to discover, access, and buy contemporary art. It gives people all over the world insider access to the most dynamic local art scenes, offering accessibly priced limited edition artworks by established household names and emerging talents.
Starting with its home-town of Stockholm, when the site launches April 24th, customers will be able to browse over 75 works by over 40 artists offering curated prints with the majority priced between £170 and £2000. New artworks will be added every week.
Nahema Mehta, director of Absolut Art, comments: “Absolut saw that discovering and buying art at accessible prices was often intimidating and overwhelming for people outside the art world. While local artists and galleries found it challenging to reach new audiences. We want to change all that.”