The richness of life and the diversity of the world accumulate through interactions, blending, and collisions across multiple dimensions such as race, region, and culture. Collaborations like a moments of creative collision, where new ideas are born. The Swedish vodka brand ABSOLUT.® has always embraced "BORN TO MIX" as a crucial part of its brand spirit, believing that the most interesting moments in life, whether in beverages, thoughts, or people, arise through mixing. This time, ABSOLUT.® joins forces with renowned British artist and designer Samuel Ross to launch the Absolut.® x SR_A collaborative project. Samuel Ross integrates the concept of "BORN TO MIX" with cultural fusion, blending his avant-garde ideas with Chinese culture on the classic original vodka bottle of ABSOLUT.®.
The Absolut.® x SR_A collaborative series includes a limited edition bottle of classic original vodka, as well as a limited gift box consisting of an ice bucket and a cooling bottle. Building upon ABSOLUT.®'s transparent bottle and iconic blue logo, Samuel Ross initiates a fusion between individuals and the city, fashion and Chinese culture, industrial aesthetics and liquor. Cleverly incorporating the cultural element of "Chinese red" as a visual symbol on the co-branded limited edition bottle and related products, Ross uses red dot patterns to represent individuals, while block patterns symbolize the gathering of people, signifying the close integration of individuals and the city, reminiscent of a city's heat map. As people traverse between cities, the geometric urban network gains dynamic and graceful curves. The ice bucket and cooling bottle in the limited gift box extend the concept from liquor to lifestyle. Both are crafted from stainless steel with custom designs, using environmentally friendly paint. The cooling bottle is tailored to ABSOLUT.®'s bottle shape, featuring a double-layer structure for enhanced cooling capabilities. The overarching visual language of "Chinese red" pays homage to Chinese culture and offers a unique interpretation of the "BORN TO MIX" concept.
Founded in 1879, ABSOLUT.® vodka is the world's largest single-site vodka producer, with each bottle of ABSOLUT.® vodka originating from the town of Ahus in southern Sweden. ABSOLUT.® vodka is celebrated in over 140 markets globally, ranking among the top ten liquor brands worldwide and being the largest liquor brand under Pernod Ricard. Embracing the brand ethos of "BORN TO MIX," ABSOLUT.® has become an influential symbol of youth culture through innovation and creativity. As the founder and artistic director of SR_A (Samuel Ross & Associates), as well as the founder and creative director of the fashion brand A-COLD-WALL*, Samuel Ross is known for his minimalistic, geometric, and practical design language that combines design, art, and functionality. Through the Absolut.® x SR_A collaboration, ABSOLUT.® and Samuel Ross showcase their common pursuit of cultural fusion and creation, offering Chinese trend-setting youth a unique liquor "flavor" and consumer experience that blends fashion, industrial aesthetics, and humanistic art, allowing ABSOLUT.® to better integrate into the lives of the Chinese youth.
The Absolut.® x SR_A collaboration will be available from July 20th to July 26th at the co-branded pop-up store in Shanghai's K11 Art Mall. Samuel Ross will be present at the launch event, and the co-branded products will be launched on ABSOLUT.®'s Tmall flagship store and the ABSOLUT.® LAB mini-program on July 21st.
