For the new Absolut Vodka exhibition at Spritmuseum in Stockholm, we wanted to see how far we could push the idea of an interactive exhibition. The result is a space that doesn’t quite behave as expected. Walls slowly move, the layout discreetly changes, and a cocktail machine lets visitors order a drink and enjoy it while exploring the exhibition.
IDEA
What if the exhibition itself could behave a little like its subject matter? Alcohol can change how we experience things, so we created a space that does the same. By putting some of the exhibition walls on motors, the architecture slowly shifts around you. A wall that was here ten minutes ago might be slightly over there now.
ATTENTION
The walls don’t move much. That’s the point. The movement is just enough to create a small moment of uncertainty. Did that wall just move?
DESIRE
You can’t really tell the story of Absolut without talking about cocktails. And talking about cocktails without being able to try one is a bit boring. So we built a cocktail machine.
MEMORY
Rather than simply telling the story of Absolut, we wanted visitors to experience it. Moving walls, shifting perspectives and a cocktail in your hand turn the exhibition into something slightly unpredictable, playful and perhaps even a little disorientating.
