India is seeing a boom in the art market, increasingly design and art related forums are commanding attention on a global stage. Brand Absolut has historically been associated with the Arts and creativity. For the Indian market, they wanted to leverage the current mood and create a memorable engagement to inspire people in the creative community and those with an interest in art.

The aim was to create and develop an Indian sound scape, an intangible experience that still needed to remain loyal to the iconic shape of the Absolut bottle, almost as a visual signature of the brand.

The piece is designed as an installation to be shown at art and design forums. Its arrangement of 10 bottles is presented across 17 feet of Burmese teak shelves that respond to the need for economy of space by being modular in nature. The blocks of wood in turn, conceal circuitry and are designed keeping a modernist approach in mind - a travelling exhibit that takes you on an Indian journey.

The Absolut India installation was showcased at the India Art Fair 2012 at New Delhi from the 25th to the 29th of January. During this time, the fair, which garners some of the largest footfalls as art fairs of the world go, took in as many as 50,000 visitors. The documented Vimeo link of the experience also registered more than a thousand views during this 5-day period.