Absolut turns Charing Cross into Keith Haring tribute
Pernod Ricard-owned Absolut Vodka will take over London’s Charing Cross Tube station this month in honour of American pop artist Keith Haring.
On 17 and 18 September, two original Absolut Vodka paintings created by Haring from 1986 will be on show to commuters at Charing Cross, one of London’s busiest stations.
The brand collaborated with the celebrated artist back in 1986 on a campaign, where Haring designed two paintings for Absolut. The pieces featured Haring’s signature bold lines and abstract figures against a yellow canvas and a prominently placed Absolut Vodka bottle.
Visitors getting off the escalators at the station will be greeted in the ticket hall by the paintings, which is also the first time they will be displayed in the UK. Additionally, visitors can also take away a free poster depicting one of Haring’s displayed platings, while stocks last.
Absolut dubbed the tribute ‘Haring Cross’, turning the daily commute into a ‘captivating and unexpected cultural experience’.
Haring recently featured on the vodka’s Artist Edition bottle, which launched over the summer and is now available in the UK.
Emma Strain, customer director at Transport for London (TfL), said: “The London Underground has a long-standing connection to the art world, so we’re delighted to work with Absolut to be able to host Keith Haring’s art at Charing Cross Tube station. Activations like this provide our customers with a new way to experience art in London.”
Haring was known for his desire to make art accessible to all and Absolut said his artworks for the brand serve as a ‘visual reminder of his belief in creativity as a unifying force, celebrating the power of art to drive positive change’.
Along with Haring, Absolut has also collaborated with Andy Warhol in the past. Both pop artists form the brand’s Absolut Art Collection housed at Spritmuseum in Stockholm.
Liam Murphy, marketing director for Pernod Ricard UK, added: “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.
“Absolut’s ongoing commitment to creativity shines through this latest Artist Edition bottle, which forms part of the brand’s legacy for showcasing unique artworks, including Haring’s legendary pop art.”
French firm Pernod Ricard posted a 3% fall in organic revenue in the year ending 30 June 2025, but Absolut managed to grow by 2%.
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