These days, festival hubs are almost mandatory, but back in 2009 most festivals didn’t provide social spaces for audiences and activation opportunities for sponsoring brands were very limited.

As part of the 2009 State of Design Festival, Right Angle Studio coordinated the Aesop After Dark Bar, designed by March Studio and supported by ABSOLUT Vodka and the British Design Council.

Located in the basement of Aesop’s Melbourne headquarters, the installation used 1,400 metres of architectural butter paper to create a backdrop for panel conversations by local and international designers including Hernan Diaz Alonso, John Warwicker, Nipa Doshi, Tom Kovac, Mark Burry, Niels Jonkhans and Paul Minifie. The bar design was similarly spectacular, featuring 180 glass ABSOLUT Vodka bottles with a variety of medicinal herbs grown from seed in each one.

“This was an exciting project with great synergy between Aesop, with its utilitarian brand aesthetic, and ABSOLUT, whose own bottle shape was based on an early Swedish medicine bottle.”

Monica Hart, ABSOLUT Brand Manager

Details

Scope
Strategy, activation

Year
2009

Client
ABSOLUT Vodka

Collaboration
Aesop, March Studios

Location
Melbourne

Images
Photography by Michael Warnock