STOCKHOLM.- This Friday, August 29th 2008, Absolut, the world's most iconic spirits brand, supported Helmut Lang's first institutional solo art exhibition, "Alles Gleich Schwer", with a VIP preview party at the renowned kestnergesellschaft in Hanover, where the exhibition will run until November 2nd.
The exhibition marks the first of two major phases of activity for this new collaboration, part of Absolut's ongoing Visionaries program "IN AN ABSOLUT WORLD".
The second phase will see the exhibition move to the virtual world, as Absolut launches an online viral experience of Helmut Lang's "Alles Gleich Schwer", allowing the artist's vision to be accessible to all through ABSOLUT.COM/HELMUTLANG. This, a radical new medium for viewing and experiencing art, will be presented exclusively at ABSOLUT.COM/HELMUTLANG from September 30th December 31st.
"Alles Gleich Schwer" is curated by Frank-Thorsten Moll and Neville Wakefield and marks Helmut Lang's move away from the physical body's articulation through clothes. Throughout the institution, new works that explore and develop the social and physical membranes between interior and exterior identities and spaces will be exhibited as well as "Scéance de Travail 19931999", a retrospective installation originally conceived for "Louise Bourgeois. Jenny Holzer. Helmut Lang" (Kunsthalle Wien,1998).
Drawing on references as diverse as the folkloric rites of maypole ceremonies and the exploration of surrogate skin, Lang has created a series of installations, objects and possibilities that integrate an intimate knowledge of the human form with the personal mythologies and abstract arrangements of the world at large. To present "Alles Gleich Schwer" in a digital environment, ABSOLUT and Helmut Lang will work as a creative partnership to develop a truly innovative interactive platform, in which the art can live beyond physical space and outside geographic restraints.
The exhibition is realized in collaboration with ABSOLUT VODKA. For "IN AN ABSOLUT WORLD, ALLES GLEICH SCHWER," ABSOLUT and Helmut Lang will create further platforms in addition to a virtual one to showcase the work of art. Helmut Lang has previously worked with ABSOLUT on ABSOLUT LANG (1995) photographed by Helmut Newton.
ABSOLUT.COM/HELMUTLANG will be on view from September 30th December 31st.