Absolut.Land, accessible to anyone (21+), is a convergence of art, fashion, music and, of course, cocktails.
"As a brand born to mix, Absolut is centered on bringing the world together through shared experiences and empowering social interaction that unlock a sense of belonging – no matter who you are and where in the world you may be," says Pam Forbus, senior vice president, chief marketing officer, Pernod Ricard North America. "To reach our consumers everywhere, the metaverse was a natural progression and we're so excited to introduce Absolut.Land as a space of belonging for all!"
Absolut.Land features innovative experiences inspired by Absolut's products, heritage and passion points, including an anti-gravity dance floor, Absolut bar, NFT collectibles and more.
Festivalgoers will be able to unlock one-of-a-kind avatar wearables from the handbagand jewelry brand, Susan Alexandra, with the newly launched Susan Alexandra for Absolut Collection. Avatars within the space will also be able to seek out and access secret portals that just might "teleport" fans to Coachella Valley for an IRL VIP experience during the festival's second weekend.
Absolut also pays homage to its one-source Swedish heritage, partnering with headliner, Swedish House Mafia. Dropping on April 15, the supergroup's newest album, Paradise Again, will be played on a custom jukebox within Absolut.Land. Fans can grab a virtual drink or purchase the cocktail to be delivered right to their door, powered by one of the Absolut.Land vending machines.
"We wanted to mix with our fans in a way that's really innovative and different, and what's bigger than the metaverse," Swedish House Mafia – Axwell, Steve Angello and Sebastian Ingrosso – said in a joint statement. "When we hit the headline stage at the festival on Friday, you can also find us in Absolut.Land to listen and dance to our newly dropped Paradise Again album over the Swedish Paloma cocktail we created with Absolut."
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