What was the party?
Absolut, Ice Hotel and Below Zero London launched the UK's first-ever permanent icebar where everything, including the walls, bar, glasses, bar stools and artwork, are made of imported Nordic ice and the temperature is a constant minus five degrees. Members of the press and VIP guests attended the unveiling of the Heddon Street venue on 29 September.
How was the party themed?
The venue was turned into a wintery land of ice with the Absolut Icebar as the focal point. Its adjoining bar and restaurant, Below Zero London, was decked out with white lilies and white vases, while each of the tables had their very own unique ice centrepiece. At the entrance to Heddon Street two 6ft ice sculptures of Absolut vodka bottles were placed on plinths to form an imposing gateway, which stood beneath a giant heliosphere that was used for an acrobatic performance.
Guests passed through this gateway as they approached the venue and immediately became shrouded in swathes of artificial snow, which filled the entire street. In front of the venue's doors was another 6ft block of ice being transformed by sculptors from the Ice Hotel in Sweden. They created a representation of a wave from the Torne River, source of the ice, sitting upon a London skyline. In the icebar itself guests were given gloves and capes to keep out the cold and were treated to vodka shots and canapés provided in-house by Below Zero London.
Who was behind the party?
Agency GSP headed up the project under the guidance of organiser Puja Rhubchandani and brought on board ice specialist the Ice Hotel from Sweden, lighting expert Renegade, florist Carly Rogers, sound engineer Canegreen, snow-making specialist Snow Business and projection company ETC UK.
What were the highlights?
The icebar itself was impressive, from the ice glasses and walls to the intricate sculptures. Another great feature was the show involving the heliosphere, which looked stunning when performed against a flurry of snow, while the live ice sculpting added an inventive touch and stopped revellers in their tracks as they arrived. The guests, including Jade Jagger, Rebecca Loos and comedian Sean Hughes, were also greeted by the image of a huge Absolut vodka bottle projected onto the building where the icebar is located.