It has been seven months since Absolut.Art closed, yet Absolut hasn’t wholly retracted its dedication to art-focused activations and creativity. This month for Coachella, marking its tenth year as the official vodka sponsor of the event, the liquor brand is extending its experience into the metaverse.
Blurring the lines between real-life and digital excitement, Absolut is launching Absolut.Land—a virtual gathering place for those interested in art, fashion, music, and mixology to connect and explore new content. Over a shared virtual drink, guests can discover an array of new content, such as custom wearables for their avatars, collectible Absolut bottles affixed to product promos, and unique metaverse experiences accessible by locked portals. For those that aren’t in the desert for a weekend of music, there’s the virtual destination Decentraland—accessible online at any day, any time.
Courtesy of Absolut.
For the event, Absolut is also paying homage to its Swedish heritage by partnering with Swedish House Mafia ahead of their return to the festival stage after ten years. Both in person at Absolut.Land and in the metaverse at Decentraland, listeners can tune in to the group’s album, Paradise Again, while toasting to a cocktail the group collaboratively made with Absolut named the Paradise (Again) Paloma. For those streaming the music from home, specialty at-home cocktail kits are available for purchase online.
Absolut X Swedish House Mafia, courtesy of Absolut.
Special for the metaverse activation, as well, is the creation of digital goods by the accessories designer Susan Korn, founder of Susan Alexandra. Available only on Absolut.Land are one-of-a-kind wearables for avatars by Susan Alexandra, as well as other exclusive outfits from Asbolut’s collections inspired by timely topics like the festival, the metaverse, and LGBTQ+ pride.
To hear more about her digital collection for Absolut.Land, Whitewall spoke with Korn about how her practice translates from the physical world to the metaverse, working with Asbolut, and what she’s creating in 2022.
Susan Alexandra, courtesy of the designer and Absolut.
WHITEWALL: Where did your collaboration with Absolut begin?
SUSAN KORN: Absolut asked me to collaborate with them to bring our whimsical style to the metaverse. They are creating a truly one-of-a-kind metaverse activation called Absolut.Land for Coachella that blurs the line between on-the-ground festival excitement and metaverse exploration with experiences that mirror each other to bring the two worlds together. After two long years, Coachella is finally back and it also happens to be Absolut’s 10th anniversary as the official vodka of the festival.
I designed three custom NFT wearables for the “Susan Alexandra for Absolut Collection” that highlight the aesthetic we’re known for while complementing the Absolut brand. These designs are only available in Absolut.Land and are made to customize your avatar. Items include the Susan Alexandra for Absolut Shoe, the Susan Alexandra for Absolut Citron Bag with Orange Blossom & Charm, and the Susan Alexandra for Absolut Cosmo Citron Earrings.
WW: What do you feel you and the brand have in common?
SK: I love anything that unites people and this is a new and exciting way to bring people together – from all over the world no less. It’s exciting to be a part of it. Absolut is an iconic brand that’s always pushing the envelope. It’s bold and I see synergies with their approach to market and mine. We both want to deliver experiences that ignite joy and unity.
Courtesy of Absolut.
WW: What do the virtual items you’ve created represent? Why these items?
SK: I specialize in accessories, so it was a natural connection to focus there as a starting point. Accessories can really punctuate a look—they can change the whole vibe of an outfit. Coachella fashion is all about statements and I took that approach with designs here as well. As we approach summer, I looked at Absolut products for inspiration focusing on their line of citrus flavors and bringing those to life—Citron, Lime, Mandarin, Mango, Grapefruit, etc. You can see how those elements are incorporated into the design in a fun, playful way.
WW: Where do you see the future of the metaverse going?
SK: Time will tell but I only see the space going. Much like how social media created a medium to share information and unite people across the world, I think the metaverse will do the same. As a creative, it presents so many amazing opportunities to bring ideas, fantasy, designs, and much more to life. It’s a blank canvas for creativity so I’m excited to see how the medium evolves and how people leverage that power.
Courtesy of Absolut.
WW: Can you tell us a bit about your practice as a designer? What do you aim to create?
SK: I am inspired by feelings, emotions, and memories. I can’t make anything unless it means something to me or touches upon an element of fantasy or wonder. I aim to create pieces that inspire laughter and fantasy.
WW: What are you working on in 2022?
SK: Hopefully more NFTs and pieces in the metaverse space! Expansion into new categories such as footwear and apparel and, crossing fingers, more Susan Alexandra stores!
