Absolut and elrow tear up the festival partnership rulebook and enter a truly creative relationship to deliver a fantastical new festival concept to party goers
Last week, at the International Music Summit, Absolut and immersive entertainment experts elrow launched a unique new joint venture which will see the co-creation of a brand-new day festival this summer, The Gardenarium.
Absolut commenced its three year partnership as elrow¹s global vodka partner last summer and will be bringing 30 creative experiences to festival and party goers, across 11 markets around the world over the next year with the aim of putting the fun back into the festival and nightlife scene.
The partnership will include a range of co-designed creative event executions, but the pinnacle will be The Gardenarium. Launching on 31st July at Cova Santa, Ibiza, The Gardenarium unites the creative values of both brands – reflecting Absolut¹s belief that no matter where we are from, we are all human and elrow¹s belief that everybody should be welcome on the dance floor.
Further inspired by nature and the power of imagination – the experience will feature an array of unusual and creative experiences to push sensorial boundaries and is set to be a fantastical explosion of life; where guests will take part in a celebration of humanity and be invited to imagine a world without borders.
Absolut's Global Experience Manager, Georgia McDonnell-Adams comments: ³We believe this partnership will really get the industry thinking and showcase how brands and promoters can work together in the true spirit of partnership both creatively and financially. After a long time spent researching and meeting with multiple promoters around the world, we chose elrow due to our shared brand values and creative approach to event execution. Our partnership will enable us to explore and push the nightlife boundaries, and we¹re so excited to bring unique experiences to party goers over the next year.²
Guests will be invited to bring with them their wildest imaginations, to test the unexpected, participate in the complete unknown and kick their shoes off and party like they never have before.
elrow's Creative Director, Jo Vidler says ³We are really excited to be partnering with Absolut on not just our touring parties and festival shows, but also to be creating a truly co-curated event, with The Gardenarium which will be one of a kind. It has allowed us to experiment with different styles of music, art and performance, whilst keeping the wild, chaotic and immersive experience of elrow.²
Alongside the launch of The Gardenarium and elrowclub events, Absolut will host Pink Cathedral experiences at elrow Town in Antwerp (6th July), Edinburgh (27th July), London (17th August) and Amsterdam (7th September).
Launched at elrow Town across Europe last year, the Pink Cathedral is a salute to Absolut¹s vision for creating parties where people feel free and can embrace their belief that no matter where we are from, we are all human. From a DJ booth and dancefloor hosted by LGBT+ luminaries Horse Meat Disco and Adonis to a roller disco hosted by the most colourful of characters – festival goers will be treated to a totally unique way to party when they visit the giant inflatable pink cathedral this summer.
Tickets for elrow Town are now available here: www.elrowtown.com
Tickets for The Gardenarium are on sale now, find out more here: www.thegardenarium.com