Idle Hour Vodka, the Official Vodka Partner of the Formula 1 Rolex Australian Grand Prix 2023, continues its ongoing sponsorship by introducing to race-goers an immersive art guest experience on and away from the track.
Idle Hour has partnered with Victorian-based abstract artist, Prudence Caroline to commission a live art installation at the Idle Hour Vodka Lounge at Albert Park. Caroline will transform a large-scale blank mural into an original work of art before race-goers’ eyes over the four days of Australia’s number-one motorsport event.
Caroline is renowned for her works of fluid abstract colour. Her style is intuitive, instinctive, and full of texture. She became an artist on the rise after her debut on The Block and as a result, has become one of Australia’s most popular emerging artists.
“Idle Hour is cemented in culture and acknowledging that sport and art are two of the primary pillars of Melbournian culture, we have curated an experience that celebrates both along with the incomparable taste of our award-winning rye vodka,” says Idle Hour Vodka co-founder and director Ewen Pettit. “We invite guests to ‘waste time well’ and witness something spectacular at the Idle Hour Vodka Lounge whilst enjoying a delicious Idle Hour Vodka cocktail.”
“We are proud to be continuing our relationship with the Australian Grand Prix Corporation this year,” continues Pettit. “Witnessing the way hundreds of thousands of Australians embraced our brand trackside last year, we are seeking to deliver an even more elevated experience for all guests this year”.
Extending this concept beyond the track, Idle Hour is also bringing the brand to life through Caroline’s work as she creates a large-scale mural on the highest rooftop in Melbourne taking up residence at the Pullman on Swanston. Idle Hour’s collaboration with Caroline feeds into its mission of changing the perception of vodka as anything but neutral.
