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 & 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 iconic piece of 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.
Haring wanted to make art accessible to everyone. His paintings, subway chalk drawings and public murals – whether dancing figures or barking dogs – vibrated with energy while carrying a deeper meaning beneath their playful surface. Just as Haring used art to capture imaginations and explore universal truths, Absolut has always believed that art for all can inspire, uplift, unite and open minds. The Absolut Haring artworks on display serve as a visual reminder of Haring's belief in creativity as a unifying force, celebrating the power of art to drive positive change.
The ‘Haring Cross’ event follows the launch of the Absolut Haring Artist-Edition bottle, which is available across the UK Off-Trade from this month. The Artist-Edition bottle’s design pulses with energy: a debossed rhythm of dancing figures brought to life in his signature blaze of reds and yellows, cut sharply against Absolut’s distinctive blue. Signed off with Haring’s unmistakable signature on the shrink sleeve, the result is a piece of 3D kinetic art that transforms the original painting into something you can hold, admire and toast with.
Liam Murphy, Marketing Director for Pernod Ricard UK, comments: “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 popart. Absolut Haring has officially arrived on UK soil!”
Absolut’s collaborations with many influential pop art artists can be traced to 1985, when Andy Warhol first painted Absolut’s bottle and Keith Haring became the second a year later. Over more than two decades, Absolut worked with more than 550 artists who created more than 850 works of art. Today, they form part of the renowned Absolut Art Collection housed at Spritmuseum in Stockholm.
Emma Strain, Customer Director at Transport for London (TfL), says: “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.”
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