“I love the packaging, I love the feeling of it... I want to do something...”. This was Andy Warhol’s reaction when in 1985 he was asked what he thought about the Absolut bottle. His pop art reworking of the famous vodka, at the time seeking a way to relaunch the brand in America and overcome the competition soon brought about a collection, unique of its kind, that involved painters, sculptors, photographers, glass workers, architects, designers and jewellery designers.

Twenty years and 400 artists later, the Swedish brand is at the 50th Venice Biennale, with its latest project “Absolut Generations”. A homage to a generation of pioneers: thirteen artists that have worked with the famous vodka bottle. And a homage to future generations: the thirteen have each chosen an up and coming artist with whom to work in the galleries at the Palazzo Zenobio in Venice.

From Austrians Hans Hollein and Lois Renner to Greek-American team Aspassio Haronitaki and Louise Bourgeois. Moving on to the work of Jan Saudek (with Veronica Bromová), Ben (with Béatrice Cussol), Rosemarie Trockel (with Bettina Pousttchi), Enzo Cucchi (together with Andrea Salvino) and Polish artist Miroslaw Balka (who has chosen another artist from Poland, Marzena Nowak). Curated by Hervé Landry and Paola Tognon, the exhibition has been, as always, conceived by advertising agency TBWA.

until 28.9.2003
Absolut Generations
Palazzo Zenobio
Dorsoduro 2596
T +39-041-5228770
https://www.absolut.com/generations