SWEDEN. Pernod Ricard Global Travel Retail (PRGTR) has teamed up with Avolta to launch an impactful, permanent Absolut Vodka installation at Stockholm Arlanda Airport.
The neon-lit, fully modular space is located in Terminal 5 Departures. The installation was designed to deliver “a new perspective to in-airport brand experiences”, the partners said. It also shines a light on the brand’s long-standing commitments to sustainability and social responsibility.
The activation pays tribute to Sweden, Absolut’s spiritual and physical home. Inspired by Absolut’s traditional craft-distilling heritage and its latest innovations, the installation immerses travellers into Absolut’s world and reveals the brand’s sustainable initiatives.
It incorporates new technologies, including an LCD screen shaped like an Absolut bottle. These elements come together to deliver an interactive brand journey that highlights Absolut’s sustainable wheat journey and its roadmap to carbon neutrality.
In addition to showcasing Absolut’s eco-credentials, the installation itself is made with eco-conscious design and materials. It leveraged PRGTR’s Life Cycle Analysis tool and reduced carbon emissions by -25% compared with traditional installations.
The permanent furniture was created from 66% responsibly sourced materials including FSC-certified timber.
The modular design showcases Absolut’s comprehensive portfolio, offering more choice to consumers. It is fully adaptable to accommodate a variety of product launches and events.
It also highlights the brand’s social initiatives including the Absolut Ally Initiative and its Safe Spaces programme. For the Safe Spaces programme, Absolut is collaborating with bars to create safe and welcoming environments for the LGBTQIA+ community.
Avolta Global Head of Liquor David de Miguel commented: “Very pleased to unveil this fusion of future and heritage; we proudly present this incredible installation in partnership with Absolut Vodka that resonates Sense of Place for our Stockholm store.
“We thank our valued partners at Pernod Ricard for joining us here in our commitment to make travellers happier and look forward to welcoming passengers to visit the space for themselves.”
Pernod Ricard General Manager Travel Retail EMEA, Pacific and Global Antonio Duva added: “We are thrilled to partner with Avolta to unveil the Absolut Experience in Stockholm; a special installation which reflects our commitment to both sustainability and quality.
“We’re eager to welcome travellers to the new space and encourage them to learn more about the brand’s story as it continues to evolve, sustainably.” ✈
