Coachella was so meta this year.
In 2022, the world’s biggest festival also became the best with Absolut extending the festival experience into the metaverse along with an onsite party that was too good to miss.
Absolut.Land become one of the hottest points of Coachella. A generation of festival lovers has now fully embraced into the brave new world of tech and it reflected with the incredible interest in the one-of-a-kind blended activation by a liquor brand at a live event. Absolut’s tent buzzed with pure joy and excitement as it electrified the musical moment.
The space was delightfully designed in parallel to its online counterpart with a geometric layout, bold color schemes, art installations, and content streamed from Absolut.Land.
The hot desert was even hotter as attendees joined the metaverse at Coachella by taking over the Absolut.Land bartender avatar at an interactive kiosk in the tent. IRL guests can mix virtual cocktails, chat up fellow avatars and surprise and delight by gifting NFT wearables all live.
Every visitor took away a lifetime of sweet memories as they sipped on Absolut and took photos in the creative spot that captivated imaginations. Interest peaked in the way festival goers were able to connect in the metaverse with people around the world who could not be there themselves.
“As a brand born to mix, Absolut is centered on bringing the world together through shared experiences and empowering social interaction that unlock a sense of belonging – no matter who you are and where in the world you may be,” said Pam Forbus, SVP, Chief Marketing Officer, Pernod Ricard North America. “To reach our consumers everywhere, the metaverse was a natural progression and we’re so excited to introduce Absolut.Land as a space of belonging for all!”
There is no doubt this is the future of musical festivals. For what makes them so very special and so very unique to be able to be shared in a space across countries is the harmonious adventure we all need right now. This is the future of music. Absolut.land nailed it perfectly, especially after almost three years of being frozen due to pandemic woes.
The powerful message was heard loud and clear outside the sweet tent as attendees cooled off with incredible Absolut cocktails and took in huge headliners such The Weeknd, Harry Styles, and Billie Eilish. Madeon took the stage with a passionate DJ set and dynamic visuals that energized the crowd after the sun went down on a blazing hot desert day. The DJ expressed his love for performing and to finally be able to play at this festival was a dream come true.
Harry Styles performed an explosive show in a rain sequined jumpsuit that could only be custom Gucci. He used this stage to perform his newest single “As It Was” live for the first time. He surprised the crowd with none other than Shania Twain who performed some of her own hits, “Man! I Feel Like A Woman!” and “You’re Still the One” as a duet. The crowd loved the duo and Harry shared some of his own stories of listening to Shania Twain’s tunes in the car growing up.
Then on day two the youngest artist to headline Coachella, Billie Eilish, took the stage via a crane that hovered her above the crowds so she could be closer to her audience. Her dynamic was a huge contrast to Megan Thee Stallion who performed before her. Billie’s chill beats were a great juxtaposition to some of the explosive performances earlier that day and a great way to end Day 2 of the festival. She inevitably performed her hit “Bad Guy” and brought Khalid to perform “Lovely” for the crowd.
Finally, The Weeknd took the stage the final night and acknowledge the upheaval that swept the news when Kanye pulled out last minute. Swedish House Mafia joined the stage for the first time since their break up in 2012. They released new music in 2021 via “Moth to a Flame” which featured The Weeknd. Both the group and The Weeknd performed collaborative songs as well as their own individual sets to close out an epic weekend.
It was a perfectly Absolut weekend.
