press_AIS_365

PRESS RELEASE 2009-04-29ABSOLUT ICEBAR’S NEW DESIGN – A NEW START WITH THE 365 CONCEPT, OFFERING SENSATIONS FOR ALL SENSES.On April 29th ABSOLUT ICEBAR STOCKHOLM presents a completely new décor that aims to trigger all senses. The new concept is called 365, and it visualises the different seasons of the year in sound, light, taste and smell. – We had a bit of a sneak preview last fall with the Jewellery concept, but it’s with 365 that visitors will notice the big difference the new start will make. 365 is an integral experience that we think will make even more guests want to visit the bar, says Astrid Lundquist, Head of Communication, ABSOLUT ICEBAR. The 365 concept represents the 365 days, 12 months, 52 weeks and four seasons of the year. In the bar, you experience how the seasons constantly change. Smells, light and flavours inspired by the different seasons will be combined and show how the different seasons succeed each other. The drinks are also inspired by the 365 concept. In the bar, guests can choose between drinks that represent spring, summer, fall and winter, created by drink expert Erik Olsson. – Devising drinks for the ABSOLUT ICEBAR is a great challenge considering the special conditions in the bar. You have to keep in mind how different ingredients react when they are exposed to the cold and that they will be served in ice glasses, says Olsson, drink expert, educator and concept developer for the bar and restaurant business. > Download PDF