September 30, 2005 September 30, 2005 Absolut Ice Bar opens in London

Absolut Ice Bar opens 1st October on Heddon Street in London. The spectacular ABSOLUT ICEBAR, in the heart of the capital, is unlike anything else in the UK: An environment of -5 centigrade, where everything, from the walls, bar, and bar stools, to the artwork and the “glass” that holds your ABSOLUT cocktail is made from crystal clear Nordic ice.

The bar holds only 60 people and after 45 minutes you have to leave.. Customers must pre-book time slots. And for that experience, a visitor will pay £12, which includes their first vodka cocktail. A refill costs £6. More information and booking on belowzerolondon.com.”ABSOLUT is a creative brand and is always striving for the unexpected. The ABSOLUT ICEBAR is a perfect example of how we, as a brand, together with our partners 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.

The ABSOLUT ICEBAR will be adjoined to BELOW ZERO LONDON, a stylish Scandinavian lounge-style restaurant. The ABSOLUT ICEBAR will be able to host up to 60 guests at a time, who will enter the bar through an air-locked entrance so as not to let the cold air escape. Guests will be provided with specially designed capes and gloves on arrival.

Perfectly echoing the concept of the original ABSOLUT ICEBAR as developed for the ICEHOTEL in Jukkasjärvi, northern Sweden, London’s ABSOLUT ICEBAR at BELOW ZERO LONDON will offer visitors a chance to experience the icy cool of the Lappish winter in the centre of London throughout the year.

Agnetha Lund, Director ICEBAR International, ICEBAR AB adds, “Our unique concept of bringing the total ice experience from ICEHOTEL to a metropolitan environment and to make it a permanent offering has proven to be a very successful concept. London is one of the most important cities in Europe and we have a great location in the heart of city.”

Significantly, everything in the new ABSOLUT ICEBAR at BELOW ZERO LONDON will come from the same source. Purity of quality at origin is essential to ABSOLUT ICEBAR: Just as ABSOLUT produces all its vodka in Åhus, southern Sweden, all the ice will come from the Torne River, from whose crystal clear ice the ICEHOTEL is also carved.

Fred Olsson of BELOW ZERO LONDON says, “We will offer a one-off experience that has never been available in London before. Being able to bring a bit of the Nordic cold, together with a contrasting warm restaurant to the Londoner and the visitor alike is like bringing magic to the big city.”