Pernod opens NYC brand home for Absolut Elyx
Pernod Ricard has opened a “first of its kind” brand home for its single estate vodka Absolut Elyx in New York, which doubles as the private residence of the brand’s CEO.
Absolut Elyx has opened its first “brand home” in the centre of New YorkLocated in downtown Manhattan, the 500,000 loft space, called The Absolut Elyx House, has been “designed for entertaining” and is hidden behind a secret bookcase.
The house features a 23-seat wood dining table, Gustavian chandeliers, a copper disco ball, flamingo punchbowls and signature Elyx copper pineapple cocktail cups. To reflect the creation of Absolut Elyx, the loft uses a copper design.
Created by interior designer Shaun Clarkson, whose projects include the Michelin-starred restaurant at London’s Oxo Tower, the loft also serves as the personal residence of Absolut Elyx CEO Jonas Tahlin.
Absolut Elyx, which recently featured in The Spirits Business’s top luxury vodka brand extensions, is produced from single estate wheat in Sweden and distilled in a hand-operated copper still from 1921.
“The Elyx House is the new brand home for Absolut’s new luxury vodka, Elyx,” said Tahlin.
“Centred around the design aesthetic of raw luxe, the Elyx House embodies the true essence and DNA of the brand – namely substance, style and integrity. So we are excited to launch the dual concept of brand home and residence in New York City.”
Diageo revealed its sixth Johnnie Walker House in Chengdu, China last September, following on from openings in Taiwan, Mumbai, Seoul, Shanghai and Beijing.
