The brand released the project Icon Absolut in which 10 of the most representative artists of Spanish creative scene reinterpreted in each of its disciplines the new bottle design had previously released. The result are ten pieces of art, ranging from paintings, sculptures, street art or photography in which the symbol A. (characteristic feature of the new restyling of the bottle) is the protagonist.
The event, organized by the agency Pelonio revolved around these ten pieces that were shown as if in a gallery exhibit. Ii was also organized a silent auction on these pieces, which the attendees targeted their bids on small desks that accompanied each work.
The music was also present by the DJs collective Valley Electric with ther mixer well lit by leds silhouette shaped Absolut bottle. References to the new bottle and especially the symbol A. were present from the glass jars where the combined were served and up in lighting.
A balloon with an A. illuminate the main facade of the palace at the entrance of the guests, and once inside, the most photographed and tweeted of the evening was a huge A. projected onto the glass dome of the space.