In the art and music hubs of Future Everything 2011, ABSOLUT vodka collaborated with internationally renowned artist Marcos Lutyens to create ‘ABSOLUT FlavourCollider’. Inspired by ABSOLUT FLAVOURS, ABSOLUT FlavourCollider offered a visual interpretation of the mind’s reaction to different tastes and sensations.
Festival attendees were invited to engage with a variety of specially created drinking experiences using a (then) revolutionary headset to transpose their reactions to the various flavours of Absolut FlavourCollider cocktails, into a an evolving data-visualisation installation. Cocktails included the fiery ABSOLUT PEPPARCOLLIDER that combines red chilli, passion fruit, cloudy apple juice and lime. ABSOLUT FlavourCollider offered a new perspective on sensory behaviour – uniquely combining creativity and technology, to provide an exciting way to illustrate human perceptions.
The collaboration between ABSOLUT and Marcos Lutyens at FutureEverything continued the rich creative heritage of ABSOLUT. Since its inception in 1979, ABSOLUT has been at the forefront of design and creativity, sharing its unique and pioneering vision of the world through collaborations with some of the world’s most eminent figures, including Andy Warhol, Keith Haring and more recently Spike Jonze, Jay-Z and Marshmallow Laser Feast.
Marcos Lutyens is an intermedia artist who has exhibited internationally, including at the Venice Biennale of Art, dOCUMENTA (13), the iMage Festival, Italy, Istanbul Biennale 2015, the Museum of Contemporary Art,Los Angeles, the Royal Academy, London, the Centre Pompidou, Paris, MoMA PS1 and the National Art Museum of China. He has often worked with the process of hypnosis to explore the unconscious and associated schema, and to engage the visitor’s embodied experience of art, while also involving various parallel approaches to explore group and individual consciousness.