VIDEO: Absolut Nights presents the future of nightlife


Absolut Nights video

Pernod Ricard teamed up with design studio Marshmallow Laser Feast and independent record label R&S Records to explore the future of nightlife with a “hyper-sensory, mixed-reality” event for its vodka brand Absolut. The #ElectrikLondon party was held at the Bankside Vaults in Blackfriars London – the latest in a global programme of events under the banner of Absolut Nights.

As can been seen in this video, the space was transformed using some of the latest advances in technology including virtual reality to challenge what audiences expect from a night out.

It featured three rooms offering experiences at mass, collective and individual scales, each revealing a different perspective on nightlife. It also featured the two new limited-edition Electrik bottles for Absolut, available in electric blue or silver, with a semi-transparent coating creating see-through reflections.

“Experimental” drinks were created for the night by Absolut brand ambassador Rico Dynan such as the Coffee Tonik, made with espresso, and the Electrolyte, combining Absolut, coconut water, lime juice, pineapple syrup and blue curaçao.

Marshmallow Laser Feast, known for creating ground-breaking immersive experiences at the intersection of arts and cutting-edge technologies, worked alongside electronic music collective R&S Records to create a synergy of sound, visuals, and “Electrik” energy for the event in November.

Music influenced visuals as well as the overall atmosphere of the event. Wrapped in LED projections, the Electrik Room came to life with tailored DJ sets by Leon Vynehall, Lone, Space Dimension Controller and Moiré. The LED wall projections were motion reactive, responding to sound and mood over the night.

In another room, virtual reality headsets transported guests into another dimension, aiming to transform perceptions of nightlife and raise questions of reality in the digital age.

For an interactive 360-degree view of the night, visit https://youtu.be/oykCC0h-FJA.

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