Song and dance: Absolut puts art into the mix

London – Swedish vodka brand Absolut collaborated with director Saam Farahmand to create a video installation as part of the Land of Kings festival in Dalston.

For the Absolut Dalston project, participants were filmed dancing to their favourite songs at The Arcola theatre. The footage was used to create an interactive art installation the following evening at the Magnolia Banqueting Suite, where 2ManyDjs mixed the songs and films in a live DJ set.

LS:N Global noted the rise of local micro festivals in our recent Conviviality Culture macro trend. Absolut’s involvement in the Land of Kings festival is a great example of a brand using a convivial event to engage with consumers and raise its profile.