Absolut’s Tomorrowland takeover: mixing music, cocktails, and connections
"If you look around, we may not have much in common with everyone here, except music," the company told us during the colossus festival
By Dale Fox
At this year’s Tomorrowland, Absolut is proving it’s not just about serving drinks – it’s about creating connections. The Swedish brand has transformed its corner of the massive electronic dance music festival into a hub of social interaction, aiming to tackle a surprising issue: loneliness.
Visiting Absolut’s festival space for ourselves as a guest during Tomorrowland’s first weekend, we could only describe it as a sensory playground. A sleek cocktail bar offered creative concoctions, while a DJ kept the energy high. A slide provided a playful exit point, and an interactive wall invited revellers to leave their mark by writing their names, creating a growing collage of Tomorrowland memories (look out for the ‘Rolling Stone UK’ name if you’re there).
But the real magic happened in the connections being forged. Absolut, now in its sixth year of partnership with Tomorrowland, has launched several initiatives under its “United We Dance” platform to combat loneliness and foster a sense of belonging through music.
“If you look around, we may not have much in common with everyone here, except music,” Maxime Henain, head of culture & brand partnerships at Absolut, told us between (Absolut) cocktails.
“Our connection to music goes back to our U.S. launch in the early 1980s,” Maxime explained, referencing the iconic Studio 54. “You could bump into Grace Jones and a construction worker there. This is us. We love diverse people meeting and seeing what happens.”
This year, Absolut is tackling loneliness head-on with a series of innovative initiatives in DreamVille, Tomorrowland‘s colossus town-sized camping space. Daily speed networking events facilitate cross-cultural exchange, giving solo festival-goers a chance to connect with like-minded music lovers from around the globe. It’s a bit like Tinder, but with less swiping and more actual conversation.
For those who prefer to start their day on a social note, Absolut has organised communal breakfasts around a massive 75-person table. This is an opportunity to fuel up for the day ahead while making new friends over morning coffee – assuming you can drag yourself out of your tent after a night of dancing.
The brand has also taken its mission online, creating WhatsApp groups for pre- and post-festival connection. It’s a digital community aimed at addressing the often-overlooked issue of post-festival blues, providing a support network that extends beyond the festival grounds and into the real world.
Perhaps the most intriguing initiative is Absolut’s live podcast recordings created within a glass-walled studio in DreamVille. These sessions feature candid conversations with some of the world’s top DJs, exploring themes of human connection, self-expression, and yes, loneliness. By bringing these discussions into the open, Absolut aims to normalise conversations around these often taboo subjects.
“Everything we do is through the lens of inclusivity and diversity, because our slogan is Born to Mix. It means we’re here for people from different walks of life to mix together and enjoy each other’s company. That’s our mission,” Maxime says.
As night falls and the crowds surge towards the main stages, Absolut’s mission feels less like corporate strategy and more like a revolution. In a world of division, they’re betting big on the power of a shared beat, a raised glass, and a simple hello. It’s a bold mission, but then again, Absolut was born to mix things up.