From the brand that has continuously pushed
the boundaries of contemporary culture through creative collaborations with
artists such as Andy Warhol, Louise Bourgeois and Damien Hirst, and more
recently with Spike Jonze and Swedish House Mafia; comes an inspiring search
for up-and-coming, cutting-edge artists that will help define and transform the
cultural zeitgeist of Jozi.
Under the global brand ethos, Transform Today, Absolut South Africa is launching an artist residency programme called "The Residence by ABSOLUT", which will see five multi-disciplinary creatives working both collaboratively and independently to bring about meaningful change to the Jozi CBD.
Under the global brand ethos, Transform Today, Absolut South Africa is launching an artist residency programme called "The Residence by ABSOLUT", which will see five multi-disciplinary creatives working both collaboratively and independently to bring about meaningful change to the Jozi CBD.
Transform Today is anchored in the insight that for the Millennial
generation, the future is not a given, it's what you create. And Absolut
globally is employing the talents of emerging artists to inspire them to create
the future — their future and not someone else's version of it. The aim is to
ultimately connect with the creative spirit in us all and to inspire artistic
transformation around the world. “What we are introducing in South
Africa is an artist residency unlike any other – because the participants will
be from a variety of creative disciplines.
We’re accepting entries from street
artists to architects, industrial designers to visionary entrepreneurs; who
will all apply their collective creative talents to solve real problems and
challenges within the CBD,” explains Shirley
Mabiletja, Brand Manager for Absolut.
There is no doubt that creativity
has the power to affect meaningful change and the Jozi CBD is a perfect example
of this. It’s a fascinating story of urban renewal that’s been attracting
people back into the city for the past several years, and now The Residence
creatives will be able to add their collective voice to its incredible future.
“Each generation there are a handful of artists who have left a transformative
mark. Our aim through this initiative is to collaborate with five cutting-edge
artists to help them do just that,” remarks Mabiletja.
For two weeks in May, the artists will live
together in a fully serviced apartment located in the über-trendy and urban
Maboneng Precinct, where they will immerse themselves in the environment in
order to fully comprehend the challenges at hand. The entire process will be
documented, and a blog will host artist
profiles with intimate videos that not only introduce the creators but showcase
ideas that inspire them, and the goals of their work. This platform will
also allow the creatives to interact and engage with the Absolut community who
they can draw inspiration from.
“We are excited about what type of
‘Absolut’ transformations this initiative will bring to the Jozi CBD. For us as
a brand we love to champion contemporary art and creatives who have daring
spirits and a dedication to continuously transform the possibilities of
personal expression. It is through creativity and curiosity that we are able to
bring about change, and ultimately ‘Transform Today’,” Mabiletja concludes.
So if you approach challenges in your field
with unrivalled creativity and if you would like to leave an indelible impact
on one of Africa’s most exciting cities and help Transform Today, send your
profile and portfolio to absolutblackbox@pernod-ricard.com. Entries close 07
March 2014.
Issued by Capacity Relations - Simphiwe Majola.
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