This was one hell of an event. Tables were overflowing with sparkling drinks and glamorous chatter. Each table had an incredible copper tap display featured in the middle. ABSOLUT has collaborated with the infamous ‘theatre of varieties’ The Box in Soho to curate a bespoke dance to launch their new single estate, handcrafted, luxury vodka, ABSOLUT Elyx.
ABSOLUT Elyx is distilled in a 1920s vintage copper still for a natural taste and silky finish. Inspired by its silky finish, ABSOLUT Elyx teamed up with The Box to create the ABSOLUT Elyx Dance of the Silk Veils- Copper Edition, a unique take on the ‘Dance of the Seven Veils’, where layers of copper coloured silk are removed by the dancer unveiling a magnum bottle of ABSOLUT Elyx upon order.
The ’Dance of the Seven Veils’ is an exotic dance featured in many cultural moments over history, particularly in the 1920’s with the rise of upscale exoticism brought to Europe by dancers such as the legendary Josephine Baker. The dance is about craft and seduction and has been reinterpreted by ABSOLUT Elyx.
To mark the launch, partygoers including Sadie Frost, Jaime Winstone, Gareth Pugh, Annabelle Nielson, Nicholas Kirkwood, Miquita Oliver, Miles Kane, Dominic Jones, Arizona Muse, Simone Rocha, Pam Hogg, Matthew Stone, Marios Schwab, Otis Ferry, Amal Fashanau and Jack Guinness were treated to a special premiere performance of the dance. Guests were also entertained with surprise DJ sets by Isaac Ferry and husband and wife duo Lady Mary Charteris and Robbie Furze of the Big Pink.
Guests enjoyed ABSOLUT Elyx cocktails throughout the evening including the ABSOLUT ELYX COPPERFACE and ELYX ON THE ROCKS as well as Perrier Jouet Belle Époque Champagne.
The ABSOLUT Elyx ‘Dance of the Silk Veils – Copper Edition’ will be performed exclusively for guests at The Box, Soho who order a magnum of ABSOLUT Elyx from 27th March onwards.
ABSOLUT Elyx is available at selected outlets including Harvey Nichols and Selfridges, RRP £49.99 (700ml)