press_AIL_aquatic

PRESS RELEASE 2009-10-12ABSOLUT ICEBAR LONDON MAKES A SPLASH WITH THE LAUNCH OF ITS NEW AQUATIC THEME ABSOLUT ICEBAR LONDON has dived deep into the dark, mysterious aquatic underworld for inspiration of its latest ICEBAR theme. In an attempt to offer visitors a completely unique experience, the team of skilled ICEHOTEL ice designers have transformed the iconic London venue, meticulously recreating scenes from an unfamiliar world deep under the sea. Building on the tradition of ground-breaking design, visitors to ABSOLUT ICEBAR LONDON could be forgiven for thinking that they were at the bottom of the sea rather than in the heart of one of the world’s busiest cities, as a series of underwater effects and visuals provide guests with the impression that they are in a remote sub-aquatic station. Central to the spectacular new design is the impressive ABSOLUT ICEBAR itself. Intelligent lighting installations, based on underwater light reflections, enhance the imaginative new concept while real footage of fish, jellyfish and other deep sea creatures are projected on to the walls. Crafted within the ice facia, a large anglerfish with a crescent-shaped mouth filled with sharp, translucent teeth reinforces the feeling of being far below the ocean depths. In keeping with the theme, a large periscope allows guests to zoom in on their unexpected under-water surroundings, while bartenders dressed in submariner attire serve to perfection, the unique fusions of flavour which have been specifically developed to complement the new surroundings. “The creative inspiration for the Aquatic theme was inspired by the Torne River, the source of the world famous ICEHOTEL”, said Astrid Lunquist, Head of Communication for ABSOLUT ICEBAR. “People have always been inspired by water and its various forms. It’s completely different from anything we have done before and will offer guests a total ice experience that evokes all their senses.” Twice a year, the venue is rebuilt with new crystal clear ice from the Torne River in northern Sweden, a source which has long been highly regarded for its unique purity. Simon Every, Director of ABSOLUT ICEBAR LONDON, said “Each ice change is always exciting for us and our visitors. We spend months planning every last intricate detail to ensure our guests experience something truly spectacular.” At the heart of Piccadilly, ABSOLUT ICEBAR LONDON, the UK’s first ever bar of ice, has attracted record numbers of visitors and made headlines around the world since its opening in Heddon Street in September 2005. Perfectly echoing the philosophy of the original ABSOLUT ICEBAR developed for the ICEHOTEL in Jukkasjärvi, Sweden in 1994, London’s ABSOLUT ICEBAR offers visitors a unique chance to experience the icy cool of the Lappish winter in the centre of London throughout the year. > Download press release