Creativity Is Unleashed on the Streets of Brooklyn to Prove The Future Is Yours to Create

  Creativity Is Unleashed on the Streets of Brooklyn to Prove The Future Is
                               Yours to Create

ABSOLUT® Invites Fans to Experience Emerging Artists Transforming the Mundane
Features of a Brooklyn Street into an Extraordinary Interactive Art Exhibit

PR Newswire

NEW YORK, June 24, 2013

NEW YORK, June 24, 2013 /PRNewswire/ -- This weekend, more than twenty
celebrated emerging contemporary artists transformed ordinary features of
North 6^th street in Brooklyn (Williamsburg), New York, into an extraordinary
immersive and participative experience as part of ABSOLUT's Open Canvas
initiative. From wind art to crocheted fence tapestries and digital
projections, the co-created interactive art exhibition celebrates the first
iteration of ABSOLUT's TRANSFORM TODAY™ global campaign, a movement inspiring
creative risk-taking amongst today's creative class.

To view the multimedia assets associated with this release, please click:

From Mundane to Extraordinary
The North 6th Street transformation (between Kent and Wythe) began June 10,
when building facades, flower pots and fences became stark white canvases with
an inspirational call-to-creative-arms "The Future is Yours to Create." On
Saturday, June 22, dubbed "Transformation Day," the collective of artists
pushed the boundaries of imaginative inspiration, sharing their respective
creative mark on the block while onlookers experienced the creative process in

"Open Canvas serves as a reminder that we can all transform our present and
future if we adopt a daring spirit and use creativity to stretch everyday
reality," said Maxime Kouchnir, Vice President of Vodkas at Pernod Ricard.
"Collaborating with artists who deliver the unexpected is part of our rich
heritage; ABSOLUT has creativity in its DNA."

Through June 29, New Yorkers are invited to experience ABSOLUT Open Canvas and
interact with the creativity that surrounds them, including:

  oJustin Lowe & Jonah Freeman's "The Starchamber" – a visual and digital
    experience surrounding the 1970's cult sci-fi hit.
  oRyan McNamara's "Dance" –  a mesmerizing and interactive dance celebration
    on the streets of Williamsburg, individually tailored for each viewer.
  oOLEK's "Forgotten Barrier" – an 80-foot long crocheted yarn fence
    reminding onlookers that "all we need is love and money."

"My art has always sought to bring color, life, energy, and surprise to the
living space," said OLEK. "ABSOLUT's Open Canvas project has given me the
creative freedom to produce exciting new work and share it with the public."

Collaborating artists participating in ABSOLUT's Open Canvas include: Asger
Carlsen, Tony Cox, Craig Damrauer, Ara Dymond, Jonah Freeman & Justin Lowe,
Aurora Halal, Dev Harlan, Valerie Hegarty, KATSU, Andrew Kuo, Ryan McNamara,
Joseph Montgomery, Mark Nystrom, OLEK, Rostarr, el_peego, JK5, Dominic Neitz,
Signal, TwoJay, Kevin Phillips,, Justin Beal,
Michael Zahn, Lucas Knipscher, Steven Rose and Joanna Seitz.

Later this summer, ABSOLUT's Open Canvas initiative will transform San
Francisco. Visit experience the initiative. 

Building on a Rich History
ABSOLUT's history of collaborating with inspiring artists and creative
communities to tell their story through the lens of the bottle is engrained in
the brand's DNA. From Andy Warhol's first commission in 1985 to TRANSFORM
TODAY, the new global campaign will feature a collection of experiences,
stories and products designed to catalyze ABSOLUT fans, past, present and
future, to embrace positive creative risk taking in their lives and realize
that the future is not a given – it's yours to create.

ABSOLUT VODKA has been committed to developing innovative flavors since the
introduction of ABSOLUT PEPPAR in 1986, its first flavored vodka. Since then,
ABSOLUT has continued to bring a unique twist to common flavors with products

About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the
largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more
than 18,000 people worldwide and is listed on the NYSE Euronext exchange
(Ticker: RI). The company's leading spirits and wines include such prestigious
brands as Absolut® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single
Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlua® Liqueur,
Beefeater® Gin, Plymouth™ Gin, Seagram's Extra Dry Gin®, Martell® Cognac,
Hiram Walker® Liqueurs, Pernod®, Ricard® and Avion™ Tequila (through a joint
venture with Tequila Avion); such superior wines as Jacob's Creek® and
Brancott Estate®; and such exquisite champagnes and sparkling wines as
Perrier-Jouet® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.

Pernod Ricard USA is based in Purchase, New York, and has roughly 850
employees across the country. Pernod Ricard USA urges all adults to consume
its products responsibly and has an active campaign to promote responsible
drinking. For more information on this, please visit:

Lauren Nodzak                    Gillian Kushner
Pernod Ricard                    Weber Shandwick
212-372-5345                     212-445-8417

SOURCE Pernod Ricard USA
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