This is addressed through mood images, fabrics, smells or even sound, all the influences that inspire the brand’s personality. It couldn’t be in any other way, the shelves are fully fitted with magazines and a book collection of photography, design, interior design, art and fashion that any creative mind would crave for. Also there are some of the books that Absolut has published, drawing on a myriad of collaborations from the likes of Helmut Lang or Spike Jonze.
“The collaborative mindset of Absolut is present all throughout the space”
The collaborative mindset of Absolut is present all throughout the space. For instance, artist Nils Nova www.nilsnova.tv created different layers of reality using the walls of the reception – the main room you enter straight after the transition pathway described above. She created a wallpaper artwork photographing the walls of Atelier, so the image in the picture is the same room where you actually stand thus creating a feeling of visual delay, echoing your perception. The beautiful skylight in this living-room is also part of the heritage of the building so it was covered from the outside in order to create an evening environment. This living-room reception wants to make you feel like staying, whether lingering or hanging around, in the same spirit a hotel lobby does, but instead of the front desk you will find the bar, the heart of Absolut. Just like in a laboratory, this is the site for soulful mixology, the experimentation process of creating new cocktail combinations, new flavors. Please allow me to refer to the barman as the alchemist who stirs ingredients, measuring the quantities like in perfume making. Just a hint in one or another direction makes a completely different cocktail. You just need to see their tools and the unlabeled neat white neat bottles filled with handmade juices to grasp the feeling.
“Atelier is a buoyant celebration of the Absolut universe, expressed through all five senses”
The cellar is the heritage room, a contemporary vision to bring the spirit of the distillers and production facilities. This is a conceptual room of Åhus – the southern town of Sweden where Absolut is produced – with the information about the distillation process. An art installation conveys the winter wheat fields through a beautiful ceiling covered in jute strips hanging on. The coziness is in the smelling of this fiber together with the wooden floor and walls. Don’t forget this was a bank originally, so the safe down there has become a creative vault within this creative house.
There are things in this world that are meant to be handled by an upper hand. During the transformational construction of the space, workers found a marble plaque with the legal name of the original company that owned Absolut. It seems they had their office there in the early 1920s. In addition, builders also found what seemed to be an unintentional time-capsule: an Absolut bottle from the beginning of the century, lodged between two walls.
As you must imagine, that bottle still stands proudly in the stash of Atelier. Not being afraid of the unknown leads to where it belongs. There is a piece of embroidery hanging in a wall that conveys the spirit of the place, the old adage reads as follows: “In the right light at the right time everything is extraordinary.”