On October 23, Absolut unveiled the Absolut Electrik House, a next-level house party located in Downtown Los Angeles utilizing the energy levels of house guests to unlock a series of epic rooms and experiences, from a kitchen equipped with drone bartenders to a larger-than-life backyard performance from Empire of the Sun.
Inspired by Absolut Electrik, the vodka brand’s latest limited edition bottles available in silver and electric blue, the Absolut Electrik House builds on the original mission of the Absolut Nights campaign to explore and push the boundaries of nightlife.
“At Absolut, we recognize and celebrate various forms of nightlife, including the simple, yet complex, dichotomy of going out or staying in,” said Joao Rozario, VP of Marketing, Absolut, Pernod Ricard USA. “We created the Absolut Electrik House to exemplify what the next iteration of nightlife can be and how Absolut can help transform nights, in or out, from ordinary to extraordinary.”
Absolut Electrik House was created as a one-of-a-kind house party where the people made the party, literally. A series of what appear to be standard rooms, including a kitchen, den, living room, garage and backyard, suddenly transformed in response to the rising creative, physical and kinetic energy of house guests. There were drones shaking up drinks, a band made out of robots playing music and a static floor that made your hair rise.
To measure the ebbs and flows of party attendees’ energy, Absolut partnered with fashion and technology brand, StudioXO, to create custom biometric bracelets. When collective energy levels reached critical mass, a surprise backyard performance was unlocked featuring Empire of the Sun set against a larger-than-life, electrified Absolut Electrik bottle designed by Tesla Technology, Inc.
“Music is an intrinsic part of nightlife, it brings people together and serves as a catalyst for raising the energy of a crowd to create out-of-this-world experiences,” said Emperor Steele of . “Absolut Electrik House gave us the stage to connect directly with the energy of the crowd; putting our performance in the hands of our fans, like never before.”
The transcendent performance is a follow up to the inclusion of Empire of the Sun’s single Welcome To My Life, which premiered in an Absolut Nights digital and TV creative earlier this summer. Footage captured from Absolut Electrik House will serve as the creative featured in Absolut’s new TV advertising launching in late 2015.
Tags: Absolut, Absolut Electrik House, Absolut Vodka, Downtown Los Angeles, Emperor Steele, Empire of the Sun, Jamie Chung, Joao Rozario, LA Guestlist, Los Angeles, Michael B. Jordan, Pernod Ricard USA, StudioXO, Tesla Motors
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