ABSOLUT vodka is today launching a radical medium to view and experience art, as a new online virtual “gallery” goes live, showcasing Helmut Lang’s “Alles Gleich Schwer”. This, a bold new exhibition of artworks, will be brought to a global audience as part of the artist’s vision of an ABSOLUT WORLD, eradicating traditional barriers between viewer and art, consumer and gallery – accessible to all for a three month period.

“Alles Gleich Schwer” is not a statement or a final answer or question. It is about the consideration and the reflection to evaluate which weight or importance or meaning one as a single person wants to contribute in a changing world to personal, social, emotional, global and ecological or any other issues and arrangements which surrounds one or concerns one. The attribution of importance can be explored in a vertical or horizontal direction.

I will post some more films from “Alles Gleich Schwer” by Helmut Lang in the next couple of days.

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