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42 BELOW to make noise at Venice Biennale 2005

42 BELOW to make some noise at the
Venice Biennale 2005.

Embargoed until 5pm 17th September 2004.

Auckland: 16th September 2004.

New Zealand’s global Vodka impresario 42 BELOW has announced it will be the principal sponsor of the Creative New Zealand commissioned exhibition, “The Fundamental Practice” by et al., at the 2005 Venice Biennale.

The announcement was made in a very official way over a number of 42 BELOW cocktails at the Paramount Restaurant in Auckland.

Chief Vodka Bloke Geoff Ross of 42 BELOW says New Zealand’s artistic presence at the world’s leading contemporary art event needs a taste to match it. “We were so stoked to be asked. Et al.’s work is so fresh and stimulating and the talk about the exhibition is already building amongst the international art elite. As a business opportunity it’s huge for us.”

“The Venice Biennale is the most influential art show in the world. It’s full of influence, media, money and power. We’ve been to the Oscars and to the Cannes Film Festival. We aim to be the world’s most talked about Vodka so it’s natural we would be at Venice supporting one of the most talked about exhibitions.”

Thousands of people will be hosted by New Zealand at events in Venice. “The hosting and hospitality has got to be full of style, and we look forward to promoting New Zealand with our unique marketing flavour,” says Mr Ross with a wry smile.

Creative New Zealand has selected a sophisticated exhibition by one of our most significant contemporary artists. Its Chair Peter Biggs says the Biennale is the single most important international contemporary art event for New Zealand to be represented at.

“Creative New Zealand is delighted with the announcement of the 42 BELOW partnership,” says Peter Biggs. “The Venice Biennale is all about challenge, bravery and being cutting edge – and 42 embraces all of those things. Venice is also a massive undertaking for New Zealand creativity and 42 BELOW’s entry into the support team makes a lot of things possible for the showcase functions we create around the event.”

Greg Burke, New Zealand Commissioner at the Biennale, and a spokesperson for the et al team, says that the addition of 42 BELOW will give the exhibition the right edge in Venice.

“The association is ideal. 42 BELOW dovetail perfectly with et al. and the Venice Biennale.”


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