PERIOD 2019-12 ~ 2020-07

An art collaboration between creative art and breakthrough technology,
“ABSOLUT ECO STREET ART”

“ABSOLUT ECO STREET ART” was a unique art collaboration project by Absolut Vodka that brought together breakthrough technology and creative art to address air pollution (fine dust), a major environmental concern in Korea at the time.

The project marked Absolut Vodka’s first art initiative in Korea to address a local environmental issue while reflecting the brand’s heritage and belief in the power of art and creativity to make the world a better place.

The project was the first in Korea to use Airlite, an environmentally friendly paint designed to generate negative ions when exposed to sunlight and remove air pollutants. In collaboration with Korean graffiti artist XEVA, Absolut created “The Breathing City,” an art installation that highlighted the role of art in addressing environmental issues.

The installation was constructed from shipping containers stacked to a height of three stories. Based on calculations of the Airlite paint applied across its total surface area of 320 square meters, the installation was estimated to have the potential to remove air pollutants equivalent to those emitted by approximately 20,000 diesel vehicles annually.

“ABSOLUT ECO STREET ART” was exhibited at Gwanghwamun Square in Seoul for approximately 25 days in July 2020 and attracted around 2,000 visitors. The exhibition offered visitors an opportunity to reflect on the project’s environmental message and experience the idea of cleaner air in Seoul through direct and indirect engagement with the installation.