ABSOLUT® Collaborates with Emerging Artists to Transform the Streets of San Francisco into an Interactive Outdoor Art Exhibition

More than 15 Emerging Artists Turned the Ordinary Features of Divisadero Street into an Extraordinary "Open Canvas" Aesthetic Experience

Aug 26, 2013, 13:55 ET from ABSOLUT

SAN FRANCISCO, Aug. 26, 2013 /PRNewswire/ -- This weekend, more than 15 emerging artists transformed Divisadero Street (between Hayes and Grove) into a public interactive art exhibit as part of ABSOLUT's Open Canvas initiative. From coast to coast, ABSOLUT is inspiring creative risk-taking by collaborating with, and empowering, local artists to transform entire street blocks into art pieces. The initiative first launched in Williamsburg, Brooklyn, New York earlier this summer and is now available for local San Francisco passers-by to interact with and enjoy through Sunday, September 1. 

Transforming the Ordinary to Extraordinary
The Divisadero Street (between Hayes and Grove) transformation began August 12, when building facades became stark white canvases featuring a message to the public that read, "The Future is Yours to Create," and a date 8.24.13. On Saturday, August 24, the collective artists involved pushed the bounds of creativity, by sharing their respective artistic marks on the street while locals interacted with and experienced the free outdoor art exhibit.    

"We're excited to bring the Open Canvas initiative to the West Coast by creating a free outdoor art exhibition for the local San Francisco community to experience," said Maxime Kouchnir, Vice President of Vodkas at Pernod Ricard. "By collaborating with 15 celebrated artists, many of whom are local to San Francisco, we can continue to empower not only the art community but people everywhere to transform the present and future by taking risks every day."

Through September 1, the San Francisco community is invited to experience ABSOLUT Open Canvas and interact with the creativity that surrounds them, including:

  • OLEK. Known for being a fashion rebel, her piece, "Money Won't Love You Back," includes crochet, rainbow camouflage and framed insets.
  • Lele Saveri. Founder of the art publishing collective 8-Ball Zines, Lele created a Zine library installation in collaboration with local artists, bookstores and publishers, including San Francisco's own Colpa Press.
  • Michael Krouse. Native to San Francisco, Michael's work, "1 Big Tree, 1000 Little Trees 2013" includes transforming one tree with 1000 tree-shaped, pine-scented air fresheners.
  • Henry Taylor. A Los Angeles–based painter, "Henry's Family Reunion," a series of acrylic painting depicting a gathering of Henry's actual family and passerbys that become like family.  
  • Daniel Arnold. Armed with his cellphone, Instagram account and the internet, his "Self Portrait: San Francisco 2013" comes to fruition.

"I'm really proud to be a part of ABSOLUT's Open Canvas initiative and to celebrate my hometown of San Francisco in such a unique way," said Michael Krouse, participating artist and long-time San Francisco local. "From the beginning, ABSOLUT gave us free reign to interpret and present our creative take on the belief that 'The Future is Yours to Create', giving us the opportunity to share our personal view on what it means to look towards the future."

Collaborating artists participating in ABSOLUT's Open Canvas San Francisco include: Alicia McCarthy, Aurora Halal, Brian Sharp, Daniel Arnold, Darren Bader & Jesse Willenbring, David Benjamin Sherry, Henry Taylor, Jennifer West, Jenny Sharaf, Jerry Hsu, Joe Roberts, Lele Saveri, Michael Krouse, Mat O'Brien, Mateo Tannatt, Matthew McGrath, OLEK, Tofer Chin.

The initiative also includes poster artists such as: Asger Carlsen, Bevin McNamara, Blaise Cepis, Chris Shaw, Jason Nocito, Tim Barber, Kyle Brunel.

Complementing a Rich Creative History
Open Canvas celebrates the first iteration of ABSOLUT's TRANSFORM TODAY™ global initiative, set to launch this fall. TRANSFORM TODAY, the brand's new global campaign, will feature a collection of experiences, stories and products designed to catalyze ABSOLUT fans to embrace positive creative risk taking in their lives and realize that the future is not a given – it's yours to create.

ABSOLUT's history of collaborating with artists 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.

Visit www.absolut.com/opencanvas  to experience Transform Today.

Check out Open Canvas Williamsburg, Brooklyn in New York here.

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 such as ABSOLUT® MANDRIN®, ABSOLUT® CITRON, ABSOLUT® KURANT®, ABSOLUT® VANILIA, ABSOLUT® RASPBERRI, ABSOLUT® APEACH®, ABSOLUT® RUBY RED, ABSOLUT® PEARS, ABSOLUT® MANGO, ABSOLUT® BERRI ACAI, ABSOLUT® WILD TEA, ABSOLUT® ORIENT APPLE, ABSOLUT® GRAPEVINE and ABSOLUT© CHERRYKRAN.

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: www.acceptresponsibility.org.


Video with caption: "ABSOLUT Open Canvas San Francisco Time Lapse Video." Video available at: http://origin-qps.onstreammedia.com/origin/multivu_archive/PRNA/ENR/FX-MM65264-20130826-1.mp4

Image with caption: "David Benjamin Sherry created 'Winter Storm in Zion Canyon' in collaboration with ABSOLUT's Open Canvas Initiative, on display on San Francisco's Divisadero Street (between Hayes and Grove) through Sunday, September 1." Image available at: http://photos.prnewswire.com/prnh/20130826/NY69461-a

Image with caption: "ABSOLUT's Open Canvas transformed Divisadero Street in San Francisco to inspire creative risk taking as part of new TRANSFORM TODAY campaign." Image available at: http://photos.prnewswire.com/prnh/20130826/NY69461-b