Event TV: The idea behind Absolut's Electrik London event

Event visited the Bankside Vaults last Thursday (19 November) to experience Absolut vodka's Electrik London music event, and speak with representatives from the brand.

The event saw the vodka label unveil its new limited edition Electrik bottles, as well as launch its global Absolut Nights offering in the UK.

Kenny Hyslop, head of experiential marketing at Pernod Ricard UK, explained the idea behind the event: "Pernod Ricard UK, and where Absolut sits within the portfolio, is synonymous with doing events across cultural happenings, whether that’s fashion, music or art.

"Specifically with Absolut we have been running a programme now for a few years called Absolut Nights across the world, in New York, San Francisco, South Africa, Buenos Aires and Berlin, and tonight is the London version of that event," he said.

Rick Bennett-Baggs, senior brand manager at Absolut, noted that the new silver and blue metallic bottles support the idea behind the brand’s Absolut Nights events, and Electrik London in particular.

"The Absolut Electrik limited edition bottle is the perfect bottle for us to launch Absolut Nights here in the UK. Its futuristic kind of look gives that real crux of what we are trying to achieve tonight, with our exploration into the future of nightlife, which is what our event is all about."

He added the event sought to transform the typical night out. "What tonight is all about is trying to really push the boundaries of what people experience on a normal night out, and when I say push the boundaries I quite literally mean transforming the physical space that we are in today," he said.

The large venue was split into multiple different rooms, each with a different and unique offering. These included a dancefloor and DJ room that was complete with LED motion reactive wall projects, and a virtual reality (VR) space by Marshmallow Laser Feast.

View our gallery of the event here.

Comment below to let us know what you think.

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