Absolut partnered with acclaimed film director Melina Matsoukas to create an epic short film that presents Absolut Nights, the brand’s ongoing mission to transform the night through creativity and artistic expression. The video features the track ‘Welcome To My Life’, an exclusive early release from electronic music duo Empire of the Sun – taken from their forthcoming album. Watch the film and hear the track at: YouTube.com/Absolut.
Absolut Nights launched with a global series of one-of-a-kind events that use the night as a creative canvas, inviting audiences to play inside unique artistic experiences. Over the course of four weeks, Absolut collaborated with artists that are pushing the boundaries of their field and worked with them to transform one element of the night at each event – Light, Dance Floor, Style and Persona. The result was four unique events, which pushed the boundaries for what partiers should expect from a night out.Read more
The experiences were filmed by Grammy-winning director Melina Matsoukas, who honed an expertise of capturing live events by working with the world’s top musicians. The film content invites viewers inside the incredible world of Absolut Nights, showcasing how artists Vita Motus, Charles Gadeken, Studio XO and Marianna Krawczyk transformed the night in ways no one has ever have imagined before.
Matsoukas’ film is accompanied by the ‘Nightscapes’ series, four documentaries which delve deeper into the technological and cultural innovations behind the experiences. Each film features a behind-the-scenes look with the artists behind Absolut Nights, as well as commentary from nightlife experts including Prada’s Global Events Consultant Jan Kennedy, playwright Randy Weiner (Queen of the Night / Sleep No More), night club founder Amy Sacco and more. The areas they explore include:
Light with Vita Motus
Absolut took the disco ball to a whole new level with a light experience like no other. The collaboration with design studio Vita Motus transformed the skyline of New York City, creating a spectacle at the heart of the experience. Lighting was used to trigger unexpected experiences throughout the evening, influencing the drinks, music and atmosphere and culminating with a surprise set by acclaimed DJ/Producer Zedd.
Dance Floor with Charles Gadeken
Absolut unveiled a kinetic interactive pyrotechnic dance floor in the Bushveld of Johannesburg, with fire artist Charles Gadeken. The dance floor became a canvas as participants were invited to be the catalyst for an artistic explosion. As the night reached fever pitch, the audience transformed the night by triggering a pyrotechnic display with their movements, engulfing the unique desert landscape in smoke, sparks and color.
Style with Studio XO
Absolut combined high fashion and high tech in the jungle with laser couture created by Studio XO. Nightlife met nature, as elements of the outdoors were brought inside the club environment in Berlin. Partygoers wore bespoke outfits made with fabrics embedded with lasers and mirrors which were wirelessly controlled from a central server, so they could choreograph and synchronize the lasers. Wearable technology allowed guests to be integral part of the artistic experience, breaking free of their expectations of a night out.
Persona with Marianne Krawcyzk
Absolut created an immersive nightlife experience, bringing back the greatest revellers in history. Author Marianne Krawczyk turned immersive theatre on its head, moving it into night life by creating unique personas for each person in the audience to play out. Partiers in São Paulo became the artists of the night and curated their own experience by following a mission to create their own narrative.
“Our music is about more than just being memorable – we aim to make music that transcends and takes you to another dimension, creating an experience beyond the earth and out of the ordinary that sticks with you long after the night is over, much like Absolut Nights”, say Luke Steele and Nick Littlemore of Empire of the Sun.
“My vision for the film was to capture the energy and excitement of these real experiences, creating a story which takes the audience on a journey into Absolut
Nights. Each event explored the intersection of creativity and nightlife in incredible ways, so I wanted to ensure the film did justice to the experiences, embracing every detail that went into creating events,“ says Film Director Melina Matsoukas.
“Absolut has a long-standing passion for creativity, and has collaborated with artists for decades. Absolut Nights continues that tradition by bringing the creative vision of artists directly into a night out, allowing them to transform the night beyond the ordinary”, says Nodjame Fouad, Director of Storytelling at Absolut. “By using the night as the canvas, we made our mark on nightlife through creativity, raising the bar of what to expect from a night out.”
Absolut Nights showcases the next step of the brand’s Transform Today campaign, with the belief that ‘the future is not a given, it’s what you create’. Using artistic experiences to bring that message to life, Absolut Nights transforms the night through a series of unforgettable experiences.
To see how Absolut has reimagined nightlife around the world, and to find out when Absolut Nights will come to a city near you, visit Absolut.com/nights and follow along on Instagram, Facebook or Twitter.
For downloadable images, drink recipes and press release, please visit: press.absolut.com.