Absolut Midsommar

Jahr: 2015

Material: Artificial branch, model-making moss, artificial flowers and leaves, plastic blossoms, paper straws – in collaboration with Absolut Vodka, 2015

This wreath was created as part of an Absolut Vodka advertising campaign – a deliberate exaggeration of the traditional Midsommar wreath. What once celebrated the power of nature and the desire for love and fertility is here transformed into an image of a Dionysian festivity: intoxication, transgression, role reversal. Some of the blossoms – stylized daisies – were crafted from the brand’s original paper straws. The promotional object becomes part of the myth it quotes. The wreath becomes a crown, the ritual becomes a performance – between nature and artificiality, custom and spectacle – and the question of who plays which role.