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PRESS RELEASE 2009-10-12ABSOLUT ICEBAR LONDON SET TO BE TRANSFORMED INTO AN INDUSTRIAL PLAYGROUNDABSOLUT ICEBAR LONDON has just undergone a dramatic revamp as ice designers and sculptors have transformed the iconic London venue into an industrial work of minimalist cool, featuring cog wheels, industrial pipes, warning sounds and flashing lights. The venue officially unveiled its radical transformation on 4 th March 2009. The new ‘Factory Concept’ builds on the tradition of groundbreaking innovation and style for which ABSOLUT ICEBAR has become famous. Focused on delivering greater visitor interaction, the new theme offers guests a total ice experience that evokes all senses. In late February 2009, a team of skilled designers recreated the setting of a factory environment; an idea developed from a desire and passion for mixing minimal contemporary design with pure functional materials. “The creative inspiration for the factory theme was taken from the contrasting environments of the ICEHOTEL in Jukkasjärvi and the ABSOLUT distillation plant in Åhus, Sweden.” said Astrid Lunquist, Head of Communication for ABSOLUT ICEBAR. Core to the design is the spectacular ABSOLUT ICEBAR itself which houses a custom made mechanical conveyor belt that displays rotating vodka cocktails to guests. In keeping with the theme, an eclectic blend of factory sounds, beats and groundbreaking electro has been exclusively mixed while bartenders fully clad in industrial protective wear serve to perfection, the unique fusions of flavour which have been specifically developed to complement the new surroundings. Simon Every, Director of ABSOLUT ICEBAR LONDON, said “This is our most innovative and interactive design yet, offering an extraordinary edgy and social experience for our guests whom we welcome from London and all over the world, whether visiting for the first time or the tenth.” 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 ice experience. > Download press release