ABSOLUT vodka is proud to launch 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 through WWW.ABSOLUT.COM/HELMUTLANG.

To present “Alles Gleich Schwer” in a digital environment, ABSOLUT and Helmut Lang are working as a creative partnership to develop an innovative interactive platform, in which the art can live beyond physical space and outside the restraints of location. Here, users will be able to get under the skin of the art – move it, rotate it, almost virtually cradle it. Moreover, in a ground-breaking exploration of the Internet as a creative medium, visitors to ABSOLUT.COM/HELMUTLANG will be able to exclusively download and print limited edition high-res exhibition posters, with no requirements needed other than an Internet connection.