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London’s Absolut Icebar reopens today with a new look created by ice designers Julia Orlando Adzuki and Mark Karl Szulgit (pictured), inspired by Absolut Apeach flavoured vodka |
SWEDEN/UK. The Absolut vodka brand’s Absolut Icebar venue in London is reopening today after a complete redesign.
The fresh look and interior is inspired by Absolut Apeach, the new flavour from Sweden’s Absolut vodka family which was launched this spring in the UK.
Commenting on the new bar made from Swedish ice, Maxxium UK’s Martin Price said: “The Absolut Icebar is a year-round monument to the clarity, simplicity and perfection of the fastest-growing major premium vodka. The new Absolut Apeach incarnation will make sure the Absolut Icebar remains the UK’s coolest venue.”
Sculptors have remodelled the ice walls, stools and bar counter of the central London bar, located at Below Zero on Heddon Street.
Explaining the design concept, ice designers Julia Orlando Adzuki and Mark Karl Szulgit said: “The bar area takes the Absolut Apeach design and translates the sharp, clean lines and funky Absolut Apeach style into ice.”
The new look reflects Absolut Icebar’s successful design at the famous Icehotel in Jukkasjärvi, northern Sweden. The ice used at Below Zero London came from the Torne River in Sweden, from which the Icehotel is carved.
Absolut’s London Icebar, which opened last autumn, has attracted a record number of visitors. Accommodating up to 60 guests, the bar is preserved in an air-locked environment of -5 centigrade. The ice is replaced from the original source twice a year.
Guests are provided with specially designed capes and gloves on arrival. The new bar offers a series of specially created cocktails served “in the rocks”, based on Absolut Apeach.
The partnership between Absolut vodka and Icehotel was established in 1994. As well as London, Absolut Icebars can be found in Jukkasjärvi, Stockholm, Milan and Tokyo. Absolut and Icehotel have also brought Icebars to places including Singapore and the desert in Niger.
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