Absolut x Tomorrowland – The Importance of Connection and Togetherness

Last summer, more than 400,000 individuals from 200 countries gathered in Belgium to celebrate Tomorrowland’s iconic 20-year anniversary edition. Over two weekends, attendees were treated to breathtaking performances by more than 800 of the world’s best electronic artists.  

While the festival attracts hundreds of thousands of people every year, this year the importance of bringing people together was more important and prominent than ever as we, at Absolut, joined forces with Tomorrowland to tackle the issue of loneliness. 

United We Dance 

Recognizing Tomorrowland’s influence as a leading global festival and our history of supporting underrepresented communities, in 2021, we teamed up with Tomorrowland to create the United We Dance platform as a joint initiative to bring our shared values to life.  

To make a difference, a Diversity and Inclusion (D&I) committee was formed. The committee includes representatives from Absolut and Tomorrowland, an industry expert, a politician, and a global DJ. 

The committee’s mission is to inspire the industry and the world to create a more equal and diverse future. Every year, the committee comes up with meaningful actions to carry out, based on a theme derived from industry research.  

Fostering Connection 

When the committee heard about the World Health Organization’s 2023 declaration that loneliness has become a critical global health threat, they were struck. The WHO study found that ‘loneliness rates’ are highest in young adults aged 19 to 29, with 27 per cent reporting they feel very or fairly lonely, and that it affects Black, Asian, and Minority Ethnic (BAME) people more. 

Humans are inherently social beings, with a strong innate need for belonging. Countless studies have shown that feelings of belonging and maintaining strong relationships and connections significantly impacts our overall well-being. And what better place to meet people than at a music festival? 

Festivals and events offer an incredible opportunity to meet new people and foster human connection, both of which have been linked to increased social well-being and reduced loneliness.  

Bringing Us Together 

While conducting research for this year’s initiative, we identified some challenges, such as increased loneliness before and after big events and festivals. To tackle this, the committee developed a program that started before the festival to bring solo travelers and individuals together, and it continued to provide support during and after the festival. 

A variety of activities and resources to promote connection were introduced, making sure that everyone would feel welcome. One of the things we created was a WhatsApp group for festivalgoers, which informed people about various about on-site activities and connected people from different cultures. 

On-site activities included cultural exchange speed dating, a massive breakfast table, special guest sets, and more. We also provided wearable tokens on-site to promote connection and inclusivity, making sure everyone felt welcome at the festival. 

For those who couldn’t make it to the festival, we launched an exclusive Tomorrowland artist podcast series podcast series featuring renowned DJs. The six-episode series delves into the themes of human connection, self-expression, and loneliness, offering listeners a unique insight into the personal experiences of their favorite artists. Tune into the United We Dance Podcast! 

There is a beat that unites us all – let’s find it together. 

Want to read more about the United We Dance initiative? Visit United We Dance

Collaborations have always been a big part of Absolut’s DNA. In many ways our collaborations can also be seen as celebrations. Take, for example, our limited-edition Cities series where we collaborate with artists, fashion designers and filmmakers to celebrate a specific city or country.  

The Cities series allows us to capture the essence of each location through the unique styles and visions of these artists, resulting in a collection that truly celebrates the cultural richness and creativity of different places around the world. 

Join us as we open the vaults and revisit Absolut Brooklyn. 

The Spirit of Diversity  

Brooklyn, the vibrant, diverse, and cosmopolitan borough of New York City, pulses with energy, a place where diverse cultures converge to create a tapestry of urban creativity.  

An old legend claims that one in seven Americans can trace their roots through Brooklyn. While this claim cannot be proven, what is true is that over 1/3 of Brooklyn’s residents are born in another country. In fact, it is said that Brooklyn is home to speakers of over 200 languages, with nearly 50% of all households speaking a language other than English at home. 

As a fellow advocate for diversity, it was in the charismatic enclave of New York City, that the spirit of Absolut Brooklyn found its muse, capturing the essence of the borough in a bottle.  

Absolut Brooklyn launched in 2010 and is a Limited-Edition Red Apple and Ginger Flavored Vodka. It blends the sweetness of ripe red apples with the alluring warmth of ginger.  

Absolut Brooklyn celebrates this diversity by offering a taste experience that reflects the rich and varied flavors of the people and places that make up Brooklyn. 

Designing the Bottle with Spike Lee
Designed in collaboration with iconic filmmaker and Brooklyn resident Spike Lee, the Absolut Brooklyn bottle is a colorful depiction of the very stoop where he grew up. (Quick fact – “stoop” is derived from the Dutch word stoep, which has the same pronunciation, and means “stair.”)

Other details in the artwork include nicknames of Brooklyn written on the stoop and a line from a love letter to Brooklyn written by Brooklyn-born poet and actor, Lemon Andersen.  

A True Collaboration With the City 

According to Brooklyn.org, while Brooklyn is home to the second-greatest number of nonprofits in New York City, only 7.6% of the city’s philanthropic dollars goes to Brooklyn. In comparison, Manhattan-based organizations receive a staggering 76% of giving across New York City.  

In connection to the launch of the Absolut Brooklyn limited edition bottle, we had the true honor of collaborating with the organizations, Habitat for Humanity and Habitat-NYC. 

You can learn more about those collaborations and the Absolut Brooklyn limited-edition bottle here.

Our Cities series exemplifies Absolut’s rich tradition of collaboration.  

Each limited-edition bottle release in the Cities series is a testament to our commitment to capturing and celebrating the essence of each city.  

Through the integration of the distinctive artistic styles and viewpoints of our creative collaborators, we honor the varied and vibrant essence of each city or country. This collaboration enables us to showcase the individuality and dynamism of every locale, underscoring our commitment to celebrating uniqueness and diversity. 

Join us in this post as we travel back to 2012 to revisit the release of Absolut Rio. 

The Taste of Rio 

As the mesmerizing and bustling “cidade maravilhosa” (beautiful city) of Brazil, Rio de Janeiro is a city brimming with an amalgamation of cultures, traditions, and lifestyles. It is a place that embodies joy, passion, and an unyielding zest for life, characteristics that are translated into the unique flavor profile of the Absolut Rio vodka.  

Unlike many of the limited-edition bottles in our Cities series, Absolut Rio is a flavored vodka. But this isn’t just any flavored vodka because Rio isn’t just any city. The delectable flavors of passionfruit, orange, and mango mirror the diversity and effervescence of the city, creating a sensory experience that takes enthusiasts on a journey through the flavors of Rio’s tropical abundance. 

A Celebration of the People 

With a population estimated to be close to 14,000,000, the cultural fabric of Rio de Janeiro is a unique blend of influences that have contributed to the city’s identity. Brazil has one of the world’s most diverse cultures and Rio is a microcosm of that with people of various backgrounds, including European, African, and mixed heritage.  

In recognition of the vibrant spirit and diversity of Rio, Absolut partnered with the visionary Brazilian designer Oskar Metsavaht to design the bottle, honoring the essence and remarkable character of the city’s inhabitants, known as the ‘Cariocas’.  

Metsavaht took his inspiration from his own photos of Ipanema and then incorporated iconic elements such as the sandy beaches, the distinctive Ipanema sidewalk, and the majestic Dois Irmãos Mountain. It’s a celebration of Rio de Janeiro.  

And if it’s one thing Cariocas know how to do, it’s celebrating. Rio is home to the largest annual carnival party in the world. With around 5 million people flooding the streets to partake in the lively street parties known as “blocos de Rua”, Rio truly embodies the spirit of celebration. Absolut Rio is a flavorful tribute to the city and fitting companion to the exuberant and colorful culture of Rio de Janeiro. So, raise your glass as we toast to Rio! 

Want to learn more about our Absolut Rio limited-edition bottle? Discover more here!

For a long time, the beauty standards in the Fashion industry have been narrow, and even though there’s been a tremendous progress in the fashion industry, deep-seated human biases have been picked up by AI,resulting in its content reflecting outdated and narrow views of beauty and identity.  

When AI systems are trained on this sort of biased data, they not only perpetuate but also amplify existing inequalities. This not only threatens the representation of different cultures but also multiplies real-world disparities. 

This initiative between Copy Lab and us at Absolut vodka, aims to challenge the norms we see today. It strives to bring forth a more diverse and inclusive portrayal, which will shape the next generation of AI-generated images. 

Representation matters, and when you can see someone who looks like you, you feel a stronger connection to that brand. This is the power we hold in shaping AI-generated content, and as a brand that has championed the cause of inclusivity and diversity for so many years, this project is aligned with the core values that we at Absolut stand for. 

The images created with Copy Lab will feature in the second edition of the world’s first printed AI fashion magazine, Copy; and one of world’s largest royalty free stock image websites, Unsplash. By ensuring this broad accessibility, the campaign has the potential to engage a global audience, which will increase and expand the AI algorithms learning of diversity within fashion, fostering a more inclusive future. 

Click through our stunning images featured in the newest issue of Copy Magazine; the first AI Fashion Magazine in the world.