Experimental art with shots

Music and the visual arts combined last weekend when the Swedes who make Absolut vodka staged the “Screentype Party & Site-Specific Exhibition” at the Siam Discovery Centre’s Absolut Artelier Art Space.
With the firm’s global brand concept in mind – “Transform Today: the future is not a given, it is what you create” – Shy Limanon’s experimental art inspired by Thai and English typography was on view for four days and nights.
Pongpassakorn “Kob Bored” Kulthirathum, Tashamaphun “Pomme Chan” Chanjamrassaeng joined Pongsatorn “Shy” Limanon in keeping the guests entertained at the “ART in pARTy” event.
Patrick Castanier, managing director of Pernod Ricard (Thailand), which handles Absolut’s distribution here, said the Artelier project sought to “ignite the power of people’s creativity” to “change how we see the world as well as ourselves”.
“Absolut started our major brand transformation initiative ‘Transform Today’ by incorporating unique contemporary art into the Absolut Vodka brand image,” Castanier said. “The brand has invited well-known artists to co-create compelling and highly individualised works of art that offer a completely new perspective on how people perceive art.”
This was “Episode 3” of the Absolut Artelier project, Shy Limanon presenting a new form of experimental art that combined analogue and digital art.
“The screentype design specially created for Absolut is the result of my labour of love in typography,” Shy said. “I’m very interested in art based on lettering, also known as typography art, so I came up with the screentype concept. It reflects the progress from the era of screen techniques up to today’s digital graphics, which are developed on computer screens.
“I tell stories about my real self and my interests in the party and site-specific exhibition. Everybody will feel my inspiration in creating art, typographic and music. The band will also transform their music into exciting new renditions and intriguing new sounds. Each one of the four nights, two different bands will perform and there will be a special surprise.”
Opening night last Thursday saw local acts the Jelly Rocket, Desktop Error and Gene Kasidit rocking onstage. Peach Patchara and the White Rose Band and the Whitest Crow got the crowd dancing the following night, “The Expressionist” party.
“Life in Black and White” on Saturday had the Parkinson and Migrate to the Ocean in the limelight and Gad and Cut the Crab capped off the festival at “Gastronomy Night” on Sunday.


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Find out more about Absolut activities at www.Facebook.com/Absolut.