Branding, experience design and programming for a moment that has been celebrated for centuries worldwide. In Sweden it never became folklore. In Åhus, home of Absolut, we turned this cosmic moment into a celebration that made the shortest night of the year the longest one worth staying up for.
Guests worked through a smörgåsbord of food, drinks, games and song. Dancers from the Royal Swedish Ballet celebrated the Maypole ritual. DJs and live acts played on under a sky that never went dark. The year’s shortest night ended in style; sunrise dancing in the fields of Absolut’s back garden in Åhus.
Long before calendars, cultures everywhere marked the day the light peaked; a reliable appointment with the machinery of the solar system. Most of us stopped showing up. Absolut is taking Midsommar worldwide. To switch it back on.
We captured all the action and put it into a toolkit for Absolut Global HQ to roll out globally, including all designs, styling, game guidelines and promotional materials.
