Absolut Mode Edition makes fashion splash in travel retail

Pernod Ricard Travel Retail last month unveiled Absolut Mode Edition, a new limited edition bottle and gift pack designed to reflect the world of fashion.

This holiday season exclusive made its travel retail debut in Stockholm Arlanda Airport on 6 September, featuring a handcrafted crystal pinstripe bottle inspired by the classic Savile Row pinstripe suit.

The global advertising campaign stars supermodel Shannan Click and was shot by rising fashion photographer Sharif Hamza and styled by Veronique Didry.

The launch will be rolled out worldwide through the fall, backed by a 360-degree campaign in all available media, including brand installations in key market arenas. A select number of such installations will feature small, luxurious “˜walk-in closets’ presenting the Absolut vodka crystal pinstripe bottle.

The Absolut Mode Edition crystal pinstripe bottle design draws its inspiration from the classic Savile Row pinstripe suit

“We’re obviously thrilled about this launch,” said The Absolut Company Global Travel Retail Director Anders Olsson. “Fashion feels like home turf for us at Absolut, and it’s great to be back on that stage with this exciting new initiative. We’re also delighted to be able to present The Absolut Vodka Crystal Pinstripe Bottle as an extra, super-premium edge to this launch, intended exclusively for travellers.”

Absolut Mode Edition further extends the company’s association with the fashion industry, which started back in 1987. Two years earlier Andy Warhol had created his own interpretation of the Absolut bottle (later known as “˜Absolut Warhol’), which kick started a series of creative and artistic collaborations. These included fashion photographers Steven Meisel, Helmut Newton, Jean-Baptiste Mondino, Herb Ritts, and Mario Testino; designers Jean Paul Gaultier, Versace, Tom Ford, Stella McCartney, and Marc Jacobs; as well as supermodels Naomi Campbell, Kate Moss and Kirsten McMenany.

“There is a wonderful association between Absolut and some of the great photographers of the past, such as Helmut Newton and Herb Ritts. It’s a real honour to be included in this group of legendary image-makers,” said Sharif Hamza, who shot the campaign images of Shannan Click through one-way mirrors of an enlarged Absolut Mode Edition bottle built by set designers in the studio.

Absolut Mode Edition made its travel retail debut in Stockholm Arlanda Airport, with an installation featuring a “˜walk-in closet’ presenting the Absolut vodka crystal pinstripe bottle; the launch will roll out worldwide through the fall

Absolut Mode Edition continues the tradition established by previous holiday season launches such as Absolut Glimmer, Absolut Rock Edition, Absolut Mini Bar, Absolut Masquerade, Absolut Disco, and Absolut Bling Bling – all of which have become collectors’ items.

“For a cutting-edge creative brand such as Absolut, constant re-invention is in our DNA,” Olsson said. “Our consumers, global travellers, are an extremely progressive and discerning target group, always on the lookout for something new and unseen to bring back home. Meeting their expectations is never enough. We must surpass these expectations, always presenting something new, unexpected and desirable. We’re convinced that this holiday special edition will do just that.”

“Absolut Mode Edition and the Absolut vodka crystal pinstripe bottle are exciting new limited editions which are sure to catch people’s eye,” said Pernod Ricard Travel Retail Europe Senior Brand Manager Shuhui Lim. “By using up-to-the-minute technology we engage consumers travelling through Arlanda Airport in a modern and inspiring way – an interactive approach creating buzz in the airport and reinforcing or brand’s premium positioning.”

The Nuance Group Liquor Buyer Sweden Fredrik Holm added: “At The Nuance Group we continually strive to produce engaging promotions for our consumers. Working with Pernod Ricard Travel Retail Europe, we produce forward thinking interactive promotions such as those for the latest limited editions from Absolut. The new, high-impact promotional display has already attracted consumers and we are confident the combination of digital technology and striking products will create a powerful wow-factor and boost sales.”

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