Absolut to roll out pop art activation in Asia

Pernod Ricard-owned Absolut Vodka's airport activation, which features a digital experience inspired by the art of Andy Warhol, is set to be installed in terminals across Asia, following its success in Europe.

Visitors can create a pop-art inspired selfie
Visitors can create a pop-art inspired selfie

The activation, which has been designed to promote Absolut’s latest limited edition bottle, will feature in busy destinations such as Singapore, Thailand and Dubai from the end of this year until January 2015. It is already in situ in airports including London Heathrow and Copenhagen until 31 December.

Absolut worked with creative technology agency Knit to design the digital experience. A digital screen uses facial recognition technology to mirror the airport setting until a passenger approaches. The software then detects the face and transforms it into a Warhol-style reflection.

The screen then prompts the visitor to pose for a photo and select their desired paint effects. The final pop-up art image is emailed on and can be shared across social media. 

Caroline MacIntosh, digital manager at Pernod Rocard Travel Retail Europe, said: "For the Absolut brand, the online world runs parallel to the physical. This experiential, digitally-led brand immersion has allowed us to meet the demands of the tech-savvy Absolut consumer in real time at the airport, during their time away and also back home."

Nick Thompson, partner at Knit, added: "The future of retail is being driven by digital. As customers adopt new technology, brands are adjusting to engage with their consumers through an interactive, digital and social experience.  

"We’re delighted to have been able to integrate creative technology into such an iconic brand campaign."

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