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Absolut infuses nightlife with creativity – turns ordinary nights into artistic experiences

Press Release   •   Sep 16, 2014 07:34 GMT

This September, Absolut kicks off Nights by Absolut, a global series of one-of-a-kind experiences that will inject a heavy dose of creativity into nightlife. In collaboration with artists that are pushing the boundaries of their field, Absolut will use the night as a creative canvas, and invite audiences to play inside these unique artistic experiences. 

“Absolut has a long-standing passion for creativity, and has collaborated with artists for decades. Night by Absolut continues that tradition by bringing the creative vision of artists directly into a night out, allowing them transform the night beyond the ordinary, says Nodjame Fouad, Director of Storytelling at Absolut. “By using the night as the canvas, we want to make our mark on nightlife through creativity, and raise the bar of what to expect from a night out.”

Teaming up once again with agency Sid Lee, over four weeks in September and October, Absolut will bring the next step of its Transform Today campaign to life through this series of unforgettable experiences in some of the world’s greatest cities. Followed by additional events of varying sizes in cities around the world, Absolut invites audiences to participate in this creative transformation of nights.

Kicking off in New York on September 12, Absolut will work in collaboration with Vice and artists Vita Motus to transform the skyline of New York City. Inviting participants to experience how anything is possible through creativity, Absolut will turn the waterfront of Brooklyn into the most exciting club in the world – for just one night.

On September 20, in the bushveld of Johannesburg, Absolut, with artist Charles Gadeken, will transform the conventional dance floor by making attendees the catalyst for an artistic explosion. As the night reaches fever pitch, audience movement will trigger pyrotechnic effects to create a shimmering shape as the unique desert landscape will be engulfed in smoke, sparks and color.

On September 27 in Berlin, Absolut will partner with artists Studio XO to create an experience wherenightlife meets nature, as elements of the outdoors are brought inside the club environment, and fashion looks to the future with bespoke laser-couture outfits that transform attendees into part of the experience.

Finally in São Paulo on October 3, Absolut and author, Marianne Krawczyk, will invite Brazilian partiers to an immersive theatre experience that asks audiences to take on a new persona and join in on the story, challenging people to reimagine who they could be for one night.

“Nights by Absolut is not just a series of parties. Through these experiences, we are inviting audiences from cultures around to the world to see how creativity can challenge the norm, push society forward, and create a new dimension of the night that is unified by artistic expression,” says Franz Drack, Director of Experiences at Absolut. “Last year, we launched the Transform Today platform under the belief that ‘the future is not a given, its what you create’, and with Nights by Absolut, we’re using artistic experiences to bring that message to life.

Content from Nights by Absolut experiences will be captured by Prettybird’s acclaimed director Melina Matsoukas, who will be working with Sid Lee to manifest this intersection of creativity and nightlife for an upcoming storytelling series.

To see how Absolut has reimagined nightlife around the world, and to find out when Nights by Absolut will come to a city near you, visit Absolut.com/nights and follow along on Instagram, Facebook or Twitter.

For downloadable images, drink recipes and press release, please visit: press.absolut.com.

Notes to the editor:

·  Launched in September 2013, Transform Today has unified the Absolut brand through a common global campaign. Nights by Absolut is an experiential program created with agency Sid lee to bring Transform Today to life through artistic experiences.

·  Nights by Absolut complies with Pernod Ricard’s stringent advertising code, as well as with the Advertising and Marketing code of the Distilled Spirits Council of the United States (DISCUS).

Credits:

VP of Marketing, Absolut: Xavier Beysecker
Global Storytelling Director, Absolut: Nodjame Fouad
Global Experiences Director, Absolut: Franz Drack
Global Comunications Manager, Absolut: Billy Burgess
Global Experiential Manager, Absolut: Leandro Bonoli
Global Experiential Manager, Absolut: Frida Hyséus
Agency: Sid Lee Amsterdam
Creative Director: James Yeats Smith
Group Account Director: Emily Creek
Production Management Director: Melanie Bruneau
Head of Strategy:  Simon Wassef
Director:  Melina Matsoukas
Production Team: Jimmy Lee & Sid Lee Entertainment
Production Partners: Pretty Bird, Vice, Omage, Studio Now


The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of Absolut Vodka, Malibu, Kahlúa, Wyborowa, Luksusowa och Frïs. Absolut Vodka is the world’s fifth largest premium spirits brand. Every bottle of Absolut Vodka is produced in Åhus, southern Sweden. Malibu is the number one rum-based coconut spirit in the world, sold in more than 150 countries. Kahlúa coffee liqueur is the world leader in its category. The head office is located in Stockholm, Sweden. The Absolut Company is a part of Pernod Ricard, which holds one of the most prestigious brand portfolios in the sector.

 

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