Absolut // Electrik House
ELECTRIFYING THE HOUSE PARTY
Experiential + Content Set Design
-Pernod Ricard / Absolut-
The Absolut Electrik House was part of the #AbsolutNights campaign: a world-wide collection of one-of-a-kind experiences for one night only.
In DTLA, our Electrik House started with a glowing bracelet and envelope taken out of a personalized mailbox. Here, each guest entered through an outlined bottle portal leading to the foyer and great hall where their bracelet was activated to track either house energy. Each room in the house presented a new unlocked experience, based on the excitement of the crowd measured through the bracelet’s heart rate tracking. Fog filled the spaces and lighting designated the room unlocks, followed by a massive migration of the crowd.
The Absolut brand and hashtag was integrated in custom artwork, bottle-shaped cheeseboards, pegboard back bar with Electrik bottles, and Absolut blue tools, and finally a 40' tall plexiglass Absolut bottle electrified with tesla coils. Custom experiences included a touch-sensitive LED dance floor, laser beam eyed moosehead, static photo booth couch and study, drone bartenders, robot garage band and a final surprise performance by Empire of the Sun.
Role: Designer @ MKG. Conceptual design and guest experience ideation, 3D modeling, rendering and visual output, translation of brand into environment and details, onsite installation and styling.
OBJECTIVE + STRATEGY
Objective: promote the new holiday bottle, Electrik, through an evening event and content production shoot
Strategy: build a unique, technology-driven, guest-focused event with twists and turns to promote exploration around an Absolut-themed house party that can double as a production set
Outcome: an electrified house party in an abandoned warehouse in DTLA, where guests’ excitement is the key to unlocking new rooms of the house that holds surprise tech moments, like drone bartenders and a dynamic dance floor, followed by a surprise concert by Empire of the Sun in the “backyard”
House Entry
An entry moment offered a unique check-in for each guest: a key opening their mailbox to retrieve their heart-rate tracking wristband and other house party materials.
House Energy
The heart rate monitors synced with the overall “House Energy” for the party. When more guests arrived and the party started to get excited, the House Energy trackers unlocked new rooms and experiences for guests to explore.
Electrified Den
Behind a speakeasy style door, a chesterfield sofa set on a platform beckons guests to take a seat. When ready, electricity ramps up to make your hair stand on end - literally. Absolut bottles and books adorn the walls around the study for a perfect photo moment.
Laser Lounge + Moose
An electrified lounge area housed a touch-activated dance floor and DJ booth, and when filled with dancers, LED lights would activate and chase up the brick wall. Upon termination into the moose bust, the moose eyes would shoot lasers that pulsed to the beat of the music and dance floor.
Garage Band Practice
A secondary bar populated the garage area, which was appropriately designed with Absolut blue and silver brand colors, bottles, and accessories.
Once the doors to the garage opened, guests stumbled upon a robot garage band covering iconic rock anthems.
The Backyard
After passing through the garage, a lush backyard with a 40’ tall Absolut bottle awaited guests. Empire of the Sun surprised guests with a unique performance - the 40’ bottle was electrified by 2 tesla coils that synced to the band’s keyboard. EotS was indeed “playing” the bottle and electrifying it to sync with their most popular songs.
Photography: @MarissaJoyPhoto - www.marissajoyphotography.com
