Absolut Vodka opens immersive pop up in South Korea
Absolut Vodka has collaborated with South Korean creative studio Sticky Monster Lab to open Absolut Ground, a pop-up space at Common Ground in Gwangjin-gu, Seoul to showcase their latest collaboration.
The pop-up concept is based on the vodka brand’s World of Absolut Cocktails characters, which have been developed to embody popular cocktails including the Bloody Mary, Cosmopolitan, Espresso Martini and ‘Vojito’.
These characters are on display at the pop-up, Absolut’s second ever in South Korea, where consumers can see them and interact with other experiences that align with Absolut’s Spirit of Togetherness.
On site, the pop-up will feature weekend performances by local musicians, special cocktail classes hosted by professional bartenders and a VR drawing room, created in collaboration with Yeom Dongkyum, a Korean virtual reality artist.
Kang Inae, manager of Sticky Monster Lab, said, “We feel honoured to collaborate with Absolut which has long stood behind its love of art through high-quality designs in its branding, bottle design, and other marketing. We hope that people visiting the pop-up space will enjoy their time as much as we enjoyed working with a brand we love.”
Miguel Pascual, marketing director of Pernod Ricard Korea, commented: “The pop-up store is designed to allow guests to enjoy different people, cultures, and experiences coming together through Absolut. We believe Absolut does not just represent the Vodka category but is a brand consumers appreciate for its innovative and unrivalled brand activations. We are excited to play a part in K-Culture with this collaboration that expresses an admiration for Korean culture fused with our brand spirit, Born to Mix.”
The pop-up store is open free of charge to anyone of legal drinking age (19 or above) until the 24th of September.