For the open air happening ‘in an absolute world’ for the well known vodka brand, a series of abstract passages were introduced to divide an empty lot on the Reforma Avenue into smaller fragments. Each of these fragments received their own surface treatment, furniture and lightning elements creating different atmospheres or ‘landscapes’ to accommodate a varied program: cinematography, fashion, graphic design, industrial design, music, etc. A number of small shipping containers were introduced to obtain sheltered spaces to watch movies or store material. The large white hallways created an abstract counterpart for the activity areas and a series of experiments were introduced into them: a big window opening up towards Reforma Avenue at one side, a mirror at another endpoint and a glass facade giving a view to the ‘Absolut Bar Under Construction’ at the rear end of the third tunnel. This glass panel was removed on the last moment to give access to the bright red Absolut Bar during the closing party.
In collaboration with NETA Comunicacion / Collaborators: David Ortega, Diego Escamilla / Location: Reforma Avenue 20, Mexico City / Type: Temporary installation for brand happening / Total surface: 2740 m2 / Contractor: Factor Eficiencia / Date: November 2008 / Fotography: Luis Gordoa, PRODUCTORA