Create the first new ABSOLUT brand since the ABSOLUT original and establish the Art Collection and VSHM as a key centre for creativity in Europe (not art only), based on strong creative heritage and inherent integrity of institution/brand.

We wanted to create something simple that would be as smart as the brand itself. Something that at the same time would stand out; without competing with the 800 art pieces that the finest of the creative elite of this planet has produced since 1979.

The art exhibition will soon be opened to the public eye and the work we have created will serve as the official logotype for the ABSOLUT Art Collection.