ABSOLUT premium vodka, Pernod Ricard Korea’s flagship brand, is collaborating with Sticky Monster Lab to open a pop-up space called ‘ABSOLUT Ground’ mix with Sticky Monster Lab at Common Ground near Konkuk University in Gwangjin-gu, Seoul.
Our second pop-up space following last year’s ‘ABSOLUT Home’ in Seongsu-dong, Seoul, ‘ABSOLUT Ground’ will run from August 19 until September 24. A special experience has been guaranteed through our partnership with the design studio Sticky Monster Lab, which has been gaining global attention for its unique wit and creativity.
name ‘ABSOLUT Ground’ reflects the idea of the space becoming a place where all thoughts, experiences, people, and cultures can harmonize. The pop-up store will provide a wide range of programs to help people experience the ABSOLUT Spirit of Togetherness.
by ‘The World of ABSOLUT Cocktails,’ the second part of the ‘Born to Mix’ campaign, characters invented in partnership with Sticky Monster Lab can be found throughout the pop-up store. The characters were designed exclusively for ABSOLUT in the form of unique creatures that embody the essence of some renowned ABSOLUT’s key cocktails. The characters’ distinctive styles demonstrate in an innovative way the brand’s philosophy of mixing different ideas, experiences, people, and cultures to bring about positive changes in life and to build a better world.
Ground is made up of uniquely appealing zones both inside and outside. The whole area is decorated with the themes of the ABSOLUT Cosmo, ABSOLUT Double Passionfruit Star, and ABSOLUT Vojito characters, each representing key cocktails in the world of ABSOLUT. Inside the space are experience zones embodying each character’s style, a shop providing ABSOLUT X Sticky Monster Lab merchandise, and other programs offering a wide range of content. People can also make their own cocktails using a wide range of flavors of ABSOLUT at the Mix Marvel station set up outside the space. All of these events will help visitors immerse themselves in ‘ABSOLUT Ground’.
In addition, there are programs that will allow people to experience ABSOLUT with all five senses. ABSOLUT music performances showcasing each character’s unique nature will be held every Saturday in September. Rappers like Mushvenom, Kisum, and M.B Crew and Waakips will perform on mojito day, cosmo day, and double passionfruit star day, respectively. Furthermore, a special cocktail class will be held every Friday, Saturday, and Sunday at which people can learn to make cocktails from professional bartenders.
On Saturdays in September, four professional bartenders who are also brand ambassadors of Pernod Ricard Korea will take turns as guest bartenders and present their special cocktail creations. In addition, visitors will be offered a unique experience combining ABSOLUT with VR technology in a drawing room created through collaboration with Yeom Dongkyum, Korea’s only virtual reality drawing performance artist.
Manager Kang Inae of Sticky Monster Lab noted, “We feel honored to collaborate with ABSOLUT which has long stood behind its love of art through high-quality designs in its branding, bottle design, and other marketing. We hope that people visiting the pop-up space will enjoy their time as much as we enjoyed working with a brand we love.”
Marketing director Miguel Pascual of Pernod Ricard Korea commented, “The pop-up store is designed to allow guests to enjoy different people, cultures, and experiences coming together through ABSOLUT. We believe ABSOLUT is not just representing the VODKA category. ABSOLUT has been loved beyond the boundary with its innovative and unrivaled brand actions. Especially, ABSOLUT is a brand loved by Koreans for a long time and we want to return to our consumers by contributing to K-Culture with our brand spirit - Born to Mix.”
The pop-up store is open to anyone of legal drinking age (19 or above) free of charge. ABSOLUT cocktail class reservations are available on Naver.