On Wednesday The Knockturnal was on the scene to preview a new pop-up water truck and copper pineapple retail boutique for Absolut‘s new luxury vodka – Elyx. The event took place at the pop up Elyx house in NYC’s meatpacking district. Guests enjoyed a sampling of cocktails specially created by Toby Cecchini – the man behind the bar at hot spot Death & Co.
Following the launch of their philanthropy partnership with Water For People (an international non-profit organization dedicated to providing access to safe water in developing countries) last month, the pop-up will debut in New York and embark on a three-city tour of the country in Los Angeles in November and Miami in December.
The vintage water truck contains a bar and rolling retail boutique and embodies the Absolut Elyx design aesthetic of raw luxe.
Celebrity fans of the pineapple include: Marc Jacobs, Alessandra Ambrosio, Mario Testino, Kate Upton, Kellan Lutz, Pamela Anderson, prolific band –Tame Impala and many others.
The truck will highlight the scarcity of water to generate awareness of the global water crisis and for the first time ever – Elyx’s exclusive copper pineapples will be available for purchase in the mobile boutique, as well as online. For every bottle of vodka sold, Elyx will provide access to one week of safe water (140 liters) to someone in need. For every copper pineapple drinking vessel sold, access to one month of water (560 liters) will be provided. This is part of a five year partnership to provide access to safe water for 100,000 around the world.