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ABSOLUT EXPLORES THE FUTURE OF NIGHTLIFE WITH #ELECTRIKLONDON

On 19 November 2015 Absolut hosts #ElectrikLondon, a hyper sensory, mixed reality exploration into the future of nightlife, curated alongside design studio Marshmallow Laser Feast and independent record label R&S Records. Absolut will take guests on a 360° journey where physical space is transformed using virtual reality to challenge what audiences expect from a night out.

#ElectrikLondon is a one-of-a-kind experience and part of the Absolut Nights platform, using the night as a creative canvas to push boundaries through technology. Hosted at the Bankside Vaults in Blackfriars, the event will include three rooms which will offer experiences at mass, collective and individual scales, each revealing a different perspective on

Marshmallow Laser Feast, known for creating ground-breaking immersive experiences at the intersection of arts and cutting-edge technologies will work alongside electronic music collective R&S Records to create a synergy of sound, visuals, and Electrik energy. The music will influence movement, which influences visuals as well as the overall atmosphere of the event.

Wrapped in LED projections, the Electrik Room will come to life with tailored DJ sets by Leon Vynehall, Lone, Space Dimension Controller and Moiré. The LED wall projections will be motion reactive – responding to sound and mood over the night. Virtual reality headsets will transport guests into another dimension, transforming perceptions of nightlife, and raising questions of reality in the digital age.

Absolut’s ambassador and mixologist Rico Dynan will create a series of experimental drinks which will act as an introduction to each experience. They include the Coffee Tonik, Absolut Mule and the Electrolyte, created using Absolut, Coconut Water, Lime Juice, pineapple syrup, blue curacao.

#ElectrikLondon is part of a series of Absolut Nights events taking place across the globe and is inspired by the launch of Absolut’s latest limited edition bottle, Absolut Electrik; a twin bottle release available in electrik blue and silver, with semi-transparent coating creating see-through reflections. Available at Selfridges and Harvey Nichols, RRP £21.99.

“With Electrik London, we’re looking to explore the space between the virtual and physical and how we can transform the night beyond the ordinary – giving consumers a glimpse into the future of nightlife. By bringing together the best electronic music, game changing technology and innovative Absolut drinks, we aim to challenge how audiences think, react, engage, and transform during a night out,” says Rick Bennett Baggs, Senior Brand Manager, Absolut.