Absolut: Garage Creative

Absolut Canada continues its live events with a twist philosophy – previously utilised with a party in a disused Subway station – by transforming the rooftop of a nine-storey garage in Toronto into an art and music installation, entitled Absolut St.ART.

The 'living' gallery’ concept stems from the brand’s “doing things differently” tag line that runs alongside the current ‘In an Absolut world’ promotion.

"It's a brand we needed to shake up a bit and demonstrate in a visceral way what the brand is about today," said Absolut Canada brand manager Dan Cote-Rose, in reference to the brand’s iconic print ads that dominated the last two decades. "There's no better way to do that than to gather a large group of influencers, tastemakers and media and put on full display what the brand is doing”.

These tastemakers included musicians and DJs (including Shaun Boothe and DJ New Money) as well as local artists such as Ellen Hatanaka and Beside Herself.

The popup event – staged on the opening night of the Toronto International Film Festival - was designed with social media traction in mind, with the various guests equipped with disposable cameras so they could capture the event through their own eyes and post it to the brand's Facebook page.

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