|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.
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
Celebrating a Call to Creative Arms
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.”