Absolut Icebar Opens In London

Absolut Icebar London has been completely redesigned this Spring with an original new look and interior. The designers and ice sculptors have remodelled the bar, including the ice walls, stools and artwork. A launch reception, in association with CLASS Magazine will be held at the venue on 27th March. The venue will officially reopen on 28th March 2007.

Maxxium UK’s Johna Cameron comments, “Absolut Icebar has been a huge success in London so the new design, inspired by the city of London seemed a natural choice. It also provided a fantastic platform to incorporate Absolut’s creative nature within the artwork.”

For each ice change the head designers at Icehotel invite different artists to create the new design for the bar. March 2007 sees this prestigious job given to designer Jens Thoms Ivarsson. The theme is “London” and Jens, having lived in the city, has found inspiration for the design in some of his favourite locations. The view from South Bank and the Hayward Gallery with its amazing interior and exterior architecture are both represented in the design. Jens pays tribute to one of the world’s most vibrant cities, by portraying some of the Capital’s greatest landmarks in ice.

Agnetha Lund, Director Icebar International, Icehotel AB adds, “It is fantastic how the Londoners have taken Absolut Icebar to their hearts. This new London design is a celebration both of the residents and of London’s unique landmarks.”

Fred Olsson of Below Zero London adds, “I am very excited about the London theme which brings the design of Absolut Icebar to a local level with features that everyone can relate to. This design will appeal to everyone who visits our unique venue.”

Absolut, Icehotel and Below Zero London opened the UK’s first bar of ice in London’s Heddon Street in September 2005, which has attracted a record number of visitors and made headlines around the world.

The spectacular Absolut Icebar, in the heart of the capital, is a unique experience: An environment of –5 centigrade, where everything, from the walls, bar, and bar stools, to the artwork and the ‘glass’ that holds your Absolut cocktail is made from crystal clear Torne River ice. Twice a year, the ice is replaced with new, crystal clear ice from the original source, which is regarded as the purest ice in the world.

Perfectly echoing the concept of the original Absolut Icebar as developed for the Icehotel in Jukkasjärvi, northern Sweden, London’s Absolut Icebar at Below Zero London offers visitors a chance to experience the icy cool of the Lappish winter in the centre of London throughout the year.

ABSOLUT ICEBAR LONDON
31 -33 Heddon Street
London W1B 4BN, UK
Web: Absoluticebarlondon.com