For two days only, Londoners will find themselves travelling through history and art. The ticket hall and escalators at Charing Cross, one of the capital’s busiest Tube stations, will be reimagined as “Haring Cross” – a striking pop-up tribute to Keith Haring, one of the world’s most celebrated artists, and his legendary collaboration with Absolut Vodka in the 1980s.
The activation, on 17 and 18 September, marks the next chapter of the global Absolut Haring launch, turning the daily commute into a captivating and unexpected cultural experience. Stepping off the escalator, commuters, visitors and tourists will be greeted in the ticket hall by two original Absolut Vodka paintings by Haring from 1986, displayed in public for the very first time in the UK. These works once transformed Absolut’s apothecary-shaped bottle into an icon of the art world – and now return to the underground, where Haring’s energy first ignited.
Rooted in Haring’s belief that “art is for everybody”, visitors will also be able to take away a free poster depicting one of Haring’s paintings on display (while stocks last). This artwork, featuring its unmistakable red lines and dancing figures set against a bold yellow canvas, became an Absolut campaign classic in 1986. A must-see if you happen to be in London in mid-September, this one-off project transforms the hustle and bustle of underground ticket halls and escalators into "Haring Cross" – an immersive space adorned with graphic elements inspired by Keith Haring, for everyone to enjoy.
“London has been the inspiration for iconic artists throughout history and we are delighted to be one of the first markets worldwide to bring Absolut Haring to life in a fun, creative way that embodies the joy of the original artwork by Keith Haring," said Liam Murphy, Marketing Director for Pernod Ricard UK.