London’s Charing Cross station has become Haring Cross for two days, with a pop-up celebrating artist Keith Haring and his collaboration with Absolut Vodka.
On 17 and 18 September, the ticket hall and escalators of one of London’s busiest Tube stations have been transformed into an immersive tribute, with visitors greeted by two original Absolut Vodka paintings by Haring displayed publicly in the UK for the first time.
The activation is part of the global Absolut Haring launch, based on Haring’s belief that “art is for everybody.”
Commuters entering the station have been invited to take away a free poster of one of Haring’s iconic works, defined by bold lines and animated figures. The underground stop has been briefly rebranded as ‘Haring Cross’ and is adorned with graphic elements inspired by Haring’s signature style.
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“Absolut has always believed that art should be open, joyful and for everyone. Keith Haring’s work radiated that belief – full of energy, colour and hope,” said Absolut’s VP global marketing, Deb Dasgupta, “With Absolut Haring, we’re inviting a new generation to celebrate that spirit in a public space – in an underground station that reflects and connects to the subways that inspired Haring more than 40 years ago. It’s a vibrant reminder that creativity can inspire, uplift, unite and open minds.”
This event follows the recent launch of the Absolut Haring Artist-Edition bottle, which features Haring’s famous dancing figures in reds and yellows set against Absolut’s blue, available in travel retail and across 40 markets this month. The striking design and Haring’s signature on the shrink sleeve offer fans a way to toast with art.
