In order for brands to get your attention in this noisy media climate they are creating buzz with “experiences” instead of traditional advertising. The luxury vodka, Absolut Elyx, is doing just that with the debut of The Elyx House.
The meatpacking “brand home” is a statement to everything the new vodka represents. In other words if Absolut Elyx was a home this is what it would be. It would include Gustavian chandeliers, flamingo punch bowls, plush velvet sofas, a copper “disco ball” and tons of Swedish, bric-a-brac. The idea of this loft space is to create an environment that is sumptuous but inviting and homey.
The 5,000-aquare-foot space is also the private residence of Absolut Elyx CEO, Jonas Tahlin, and is designed for entertaining, featuring a 23-seat reclaimed wood dining table. The space also features copper accents. including the disco ball, which relates to the copper distillation process and gives the vodka a unique taste.
Award-winning interior designer, Shaun Clarkson brought to life the vision that reflects the brand’s personality. “The Elyx House is the new brand home for Absolut’s new luxury vodka centered around the design aesthetic of “raw luxe.”