June 20, 2008
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Absolut Ice Bar and “Real” Experience Marketing
On February 17th 2006, Tokyo saw the opening of the first ABSOLUT ICEBAR outside of Europe. The project is a collaboration between ABSOLUT, ICEHOTEL and Carrozzeria Japan. The ABSOLUT ICEBAR TOKYO is located in Nishiazabu/Tokyo.
Significantly, everything in the new ABSOLUT ICEBAR will come from the same source. Purity of quality at origin is essential to the ABSOLUT ICEBAR: Just as ABSOLUT produces all of it’s vodka in Ahus, southern Sweden, all the ice present at ABSOLUT ICEBAR TOKYO will come from the Torne River, from whose crystal clear ice the ICEHOTEL has also carved.ABSOLUT is a creative brand and is always striving for the unexpected. The ABSOLUT ICEBAR is a perfect example of how ABSOLUT, as a brand can offer a unique experience that could not have been delivered by anyone else,” says Michael Persson Senior Marketing Director at V&S Absolut Spirits in Stockholm
“We know, from our experiences at ICEHOTEL in Jukkasjarvi, that our concept of working with ice environments are very much appreciated by our Japanese guests and therefore we are especially pleased to now be able to present this unique experience right in the heart of Tokyo”, says Agnetha Lund, Director ICEBAR International.
The new ABSOLUT ICEBAR will host up to 50 guests at a time. As the bar contains an environment of -5 degrees centigrade where everything – from the walls, bar and artwork to the glasses that holds the ABSOLUT cocktails – is made from crystal clear Torne River ice, guests will be provided with specially designed capes and gloves on arrival. The bar is developed according to exactly the same concept, and with the same ice, as the bar at ICEHOTEL in Jukkasjarvi, giving the visitors a chance to experience the icy cool of the Lappish winter throughout the year.
“I read a newspaper article about the opening of ABSOLUT ICEBAR STOCKHOLM two years ago at a hotel in Stockholm. It captured my attention and I felt I had to visit it immediately.. The beauty and purity of ice inspired my ideas, and also ABSOLUT ICEBAR’s values of originality and authenticity impressed me. I am sure the people of Japan will enjoy the experience of the exclusive trip from Tokyo-metropolitan to Lapland- Jukkasjarvi”, says Minoru Ohba, President for Carrozzeria Japan Co., Ltd.
All the ice in the ABSOLUT ICEBAR comes from the Torne River in northern Sweden. The purity of the water and the freezing process in the river creates the remarkable crystal clear ice. The ice is harvested from the Torne River this winter and is transported all the way to Tokyo for the construction of the bar.
ABSOLUT ICEBAR can also be found at the world famous ICEHOTEL in Jukkasjarvi in Sweden, as well as in Stockholm (launched in 2003), Milan (launched 2004) and London (launched 2005). The ABSOLUT ICEBAR TOKYO is the first ABSOLUT ICEBAR to launch outside of Europe.
The partnership between ABSOLUT and ICEHOTEL was brought to international attention with the ABSOLUT VERSACE campaign that was photographed at the ICEHOTEL in Jukkasjarvi in 1994.
Art plays a prominent part in the ABSOLUT ICEBAR, the head designer at ICEHOTEL will invite different artists to create a series of sculptures from the Torne River ice that will be on display in the stunning place. Twice a year a total new design will be created to ensure the guests an experience that is always evolving.
