At the end of 2000, we developed ABSOLUT
STOCKHOLM, Label or life - city on a platform,
for Moderna Museet projekt, Stockholm.
This project explored the city as a platform
and is a search for the life ‘’behind the
labels, engagement with ideals, the drive for
In the project space of the museum, a 1:1
reconstruction of a ’ready-made‘, a billboard
advertisement from New York by Absolut with
furnishings by Ikea, was installed.
A remarkable advertisement billboard: two large
Swedish companies both working on a global
scale strategically combine forces in a big
city outside Sweden. This billboard consists of
a ’real‘ three-dimensional everyday living
situation; the furniture however is attached to
the well-known bottle shape. Compact living.
In a museum space, its initial function as a
billboard (originally meant to function in a
public space) is replaced by another function:
as a hypothetical model to test advertising
But how habitable is reality actually, and for
whom? Using the billboard as a ’springboard’ we
explored relations between ideas, ideals,