Absolut-ly Stockholm

Last week’s trip to Stockholm was short a jam-packed four days of meet and greet. To celebrate Absolut’s 30th year anniversary of art collaborations, the label invited artists who’ve contributed to their history, international journalists and local scenesters to Stockholm for 3 days of parties and art tours. Sylvie Fleury, Douglas Gordon and David Shrigley were all there and the whole premise of the event was to celebrate art and creativity. Skål to that!

On my last visit to Stockholm, I remember jamming out on the top floors of the old Lydmar Hotel and meeting some great people, but until this return trip, I was left with the lasting impression that Swedish culture was full of sameness. I recall seeing only tall blond people in well-fitted denim jeans stretched over taut asses. But I had forgotten how smart and dynamic the people were and what a zest they have life. I felt like I didn’t stop talking the entire trip. Particularly interesting were the Absolut executives. I met of slew of multi-hypenated employees but regardless of the department they worked in , the company appears stacked with incredibly passionate employees. Their passion extend as much to the unique distilling process of making Absolut vodka to the DNA of the brand’s commitment to creativity. It’s not an American style company that lives by the bottom line, it’s a company inspired by something greater than moving product. Read my profile on the event this coming Friday on JC Report.