May 23, 2005 May 23, 2005 Absolut Icebar comes to London

(PR) Summer 2005 will see temperatures plummet to -5 degrees centigrade for the launch of the UK’s first Icebar in Heddon Street, London, W1.

ABSOLUT, ICEHOTEL and BELOW ZERO LONDON are to open the UK’s first Icebar in London’s Heddon Street this summer. 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. A press opening and VIP launch party is planned for late summer 2005.”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.

London’s ABSOLUT ICEBAR, collaboration between ABSOLUT, ICEHOTEL and restaurant owners BELOW ZERO LONDON will be located at 29-33 Heddon Street in London’s West End. The ABSOLUT ICEBAR will be adjoined to BELOW ZERO, 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 door 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 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, ICEHOTEL 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 will come from the same source. Purity of quality at origin is essential to ABSOLUT ICEBAR: Just as ABSOLUT produces all it’s 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.”

The partnership between Swedish premium vodka ABSOLUT and ICEHOTEL was established in 1994 and initiated the exploration for the perfect bar experience. Since then ABSOLUT’s presence has been evident not only behind the bar but in ICEBAR’s very design.

All the ice in the ABSOLUT ICEBAR will come from the Torne River in northern Sweden. The purity of the water makes the ice extremely transparent, with the freezing process creating the remarkable crystal clear ice. The ice will be harvested from the Torne River this spring and transported all the way to Central London where construction will begin.

ABSOLUT ICEBARS can also be found in Jukkasjärvi, Stockholm and since last year, Milan. ABSOLUT and ICEHOTEL have also brought Icebars to other exciting sites around the world including Singapore and the desert in Niger.

The partnership between ABSOLUT and ICEHOTEL was brought to international attention with the ABSOLUT VERSACE campaign that was photographed in Jukkasjärvi in 1994.

Art plays a prominent part in the ABSOLUT ICEBAR, the head designer at ICEHOTEL will invite different artist to create a series of sculptures from the Torne River ice that will be on display in the stunning space. Twice a year a total new design will be created to ensure the guests an experience that is always evolving.