MAKING ICE
HOT AGAIN.

Client: ABSOLUT ICEBAR | Category: Experience design

When it launched back in 2002, ABSOLUT ICEBAR was an instant hit. Branded bars opened all over the world. And were instantly copied by other restaurateurs, since the concept ‘ice bar’ is not legally ownable. To reverse the visitor decline to the original ABSOLUT ICE BARS and make guests come back regularly, we took a closer look at what was so fascinating about the concept from the beginning.

Key emotional driver

Visitors are enticed to visit the bars governed by a childish curiosity to experience the most amazing and extraordinary things created by one of the most basic substances in the world: water. We needed to constantly turn the artistic level higher in order to elevate the amount of fascination to keep the concept alive and kicking.

IMPACT

We created conceptual themes for ABSOLUT ICEBAR and changed them semi-annually in order to constantly present a new evoking experience to the guests. Within these themes, we made totally integrated solutions ranging from interior design, staff-clothing, menus, drink recipes, lightning design, scent design, merchandising, promotion, PR, advertising and a new website.

Thus, we firmly took back mental ownership of ice to the ABSOLUT brand through sensorial experiences impossible to anticipate – and even harder to copy.

After our global rebrand, ABSOLUT ICEBARS were experiencing all-time visitor highs, even winning London’s coveted Best Bar of the Year Award.