Published by www.bizcommunity.com

“This is an artist residency unlike any other because the participants will be from a variety of creative disciplines. We are accepting entries from street artists to architects, industrial designers to visionary entrepreneurs,” says Shirley Mabiletja, Absolut brand manager. “They will apply their collective creative talents to solve real problems and challenges within the Johannesburg CBD.”

Empowering creatives

Under the global brand ethos, Transform Today, ‘The Residence’ creatives will be able to add their collective voice to this South African story. “It champions the cultural impact of contemporary art and tangible transformation. Through this programme we are empowering some of South Africa’s freshest creatives to solve real inner-city challenges in innovative and inspiring ways,” explains Ryan McManus, executive creative director of NATIVE VML, the brand’s digital agency.

For two weeks in May, the artists will live together in a fully serviced apartment located in the Maboneng Precinct, immersing themselves in the environment so they can fully understand and appreciate the challenges at hand. The entire process will be documented; a blog will host artist profiles with intimate videos that introduce the creators, ideas that inspire them and the goals of their work. At the same time, the online platforms also allow collaboration with the brand’s online community. “The Absolut community will be part of the decision-making process, with the creatives engaging with and seeking inspiration from the audience,” says McManus.

Collaborations

“Continuing the brand’s history of championing the cultural impact of contemporary art, it sought out collaborators with daring spirits and a dedication to continuously transform the possibilities of personal expression. The collaborating artists craft their work by changing things, breaking things, challenging conventions and recreating themselves in order to become something more,” concludes Mabiletja.

Those who feel that they approach challenges in their field with unrivalled creativity and would like to leave an indelible impact on one of Africa’s most exciting cities, should send a profile and portfolio to absolutblackbox@pernod-ricard.com.