Absolut headlines the metaverse at Coachella with virtual experience

Marking its 10th year as the Official Vodka of Coachella, Absolut.Land, blends interaction with cocktails, NFTs and entertainment live from the metaverse.

Absolut.land coachella

Absolut.Land is a virtual destination in Decentraland with 3 floors and over 10 different interactive elements and collectible NFTs, providing a gamified experience of the LA festival. 

Whether in-person or across the globe, Absolut.Land is accessible to anyone (21+). The platform converges art, fashion, music and, of course, cocktails to bring friends together in-person and digitally over love of festival culture.

Pam Forbus, SVP, Chief Marketing Officer, Pernod Ricard North America, said: "As a brand born to mix, Absolut is centered on bringing the world together through shared experiences and empowering social interaction that unlock a sense of belonging – no matter who you are and where in the world you may be.”

"To reach our consumers everywhere, the metaverse was a natural progression and we're so excited to introduce Absolut.Land as a space of belonging for all!"

NFTs, VIPs and IRL

On-the-ground festival goers can join the metaverse too by taking over the Absolut.Land bartender avatar at an interactive kiosk in the tent. In real life (IRL) guests can mix virtual cocktails, chat with avatars and gift non-fungible token (NFT) wearables live. Absolut's physical tent has been designed in parallel to its online counterpart with a geometric layout, bold color schemes, art installations, and content streamed from Absolut.Land. 

Over shared virtual drinks, festival-goers can unlock exclusive handbag and jewelry  avatar wearables from the newly launched Susan Alexandra for Absolut Collection. 

Avatars within the space will also be able to seek out and access secret portals that can ‘teleport’ fans to Coachella Valley for an IRL VIP experience during the festival's second weekend.

Swedish House Mafia collaboration

Absolut also pays homage to its Swedish heritage, partnering with headliner Swedish House Mafia amid their return to the festival stage after ten years. 

Their new album, Paradise Again, dropped on April 15th, and is played on a custom jukebox within Absolut.Land. Fans can grab a virtual drink or purchase this cocktail to be physically delivered to their door, powered by one of the Absolut.Land vending machines.

"We wanted to mix with our fans in a way that's really innovative and different, and what's bigger than the metaverse," said Swedish House Mafia – Axwell, Steve Angello and Sebastian Ingrosso. "When we hit the headline stage at the festival on Friday, you can also find us in Absolut.Land to listen and dance to our newly dropped Paradise Again album over the Swedish Paloma cocktail we created with Absolut."

The lineup

Absolut.Land features experiences inspired by Absolut's products, heritage and passion points, including:

  • The Anti-Gravity Dance Floor: a gravity-defying mosh pit extends the length of the signature Absolut bottle facade, allowing fans to flow from floor-to-floor. Avatars will embody the spirit of the festival grounds when they first walk into the Absolut.Land experience.

  • The Absolut Bar: the heart of Absolut.Land, home to its resident bartender and serves as the center of mixing the IRL with the metaverse. Fans can find all they need to know at this central hub from the code-of-conduct and how-tos, to, of course, cocktails.

  • The Citron Media Room: inspired by Absolut's Citrus portfolio is colorfully designed and guests can download the latest happenings including exclusive content in the Absolut Tent on the festival ground, NFT wearables and highlights of the weekend.

  • The Garden: Absolut.Land's open air space where fans can discover collectibles and ingredients for the hero cocktails and hidden portals to other experiences within the immersive space.

  • The Museum Gallery: a quiet sanctuary showcasing Absolut’s history and iconic art through the decades. Fans of Absolut's past can engage with Absolut's future.

  • The Selfie Room: features a colorful backdrop inspired by Absolut's iconic "BORN TO MIX" campaign, allowing fans to capture their one-of-a-kind experience and share for a chance to win the ultimate Coachella NFT collectible.

  • The PRIDE Tunnel: fans can access the rave paying homage to Absolut's longtime involvement and support of the LGBTQ+ community.

  • The Rainbow Rave: a dance party, grounded by a disco-inspired dance floor and powered by PRIDE, celebrates the community and features music from LGBTQ+ artists. Consumers can share their dance moves on social with Pride theme exclusive Absolut.Land wearables!

  • The Outlook: guests can see the size and scale of the Absolut.Land experience across the metaverse.

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