December 26, 2005 December 26, 2005 Tokyo first city outside of Europe to host an ABSOLUT ICEBAR
(PR) In February, Tokyo will see the opening of the first ABSOLUT ICEBAR outside of Europe. The project is a collaboration between ABSOLUT, ICEHOTEL and Carrozzeria Japan and the ABSOLUT ICEBAR TOKYO will be located in Nishiazabu/Tokyo.
“Ever since we initiated the ABSOLUT ICEBAR project, Tokyo has been on the top of our list of preferred cities so it is with great pleasure we do this announcement. From an ABSOLUT perspective, the ABSOLUT ICEBAR project is a perfect way of making the creativity of the ABSOLUT brand come to live and invite the consumers to experience it.”, says Michael Persson Global Brand Director for ABSOLUT VODKA.
“We know, from our experiences at ICEHOTEL in Jukkasjärvi, 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 Jukkasjärvi, 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- Jukkasjärvi”, says Minoru Ohba, President for Carrozzeria Japan Co., Ltd.
Significantly, everything in the new ABSOLUT ICEBAR 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 present at ABSOLUT ICEBAR TOKYO will come from the Torne River, from whose crystal clear ice the ICEHOTEL is also carved.
Notes to editors:
• All the ice in the ABSOLUT ICEBAR will come 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 Jukkasjärvi 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 Jukkasjärvi 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.
• 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 has not only shown its presence behind the bar, but in the very design of the bar itself.
• ABSOLUT VODKA is the third largest premium spirits brand in the world and is sold on 126 markets. The head office is located in Stockholm, Sweden, and the production in Åhus, Sweden.
• In 1999 the ABSOLUT TOKYO ad was launched. The advertising campaign has been acknowledged as one of the most successful and creative advertising in the world and was named as one of the 10 best campaigns of the 20th century by American Advertising Age.
