(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 Ĺhus,
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.
