Art in, and as, Bottles

I've discussed the ineffability of cool elsewhere.

Cool might be difficult to describe, but it is  easy to recognize. A few weeks ago, it manifested itself in the guise of the Absolut Art Tour featuring Subodh Gupta. A show as tight and enjoyable as anyone could have asked for. Whether it was Absolut Britto, bright and cartoon-like; Absolut Secret/ Dubufeet, red-white-blue and geometric; Absolut Indiana, all signature lettering; Absolut Fairhurst; flecked with plastic shopping tags; Absolut Vautier, Absolut Marischal;  Absolut Warhol - the works were just plain fun. Of course there's no ignoring Absolut Subodh Gupta - a vodka bottle crafted in his signature style. This was my first 'up close and personal' encounter with Gupta's work. Though I knew what to expect, it was still interesting to see commonplace steel vessels lose their everyday identities and assume a wholly different, collective form.

I realize, now, that it is, in fact, possible for art to come together with marketing and result in something engaging. Or is this show just the exception that proves the rule? Either way, somewhere in Stockholm, there is an Absolut Art Museum ticket with my name on it.