New U.S. Brand Home Designed by Shaun Clarkson Unveiled.
Making its exclusive debut in New York City, Absolut’s new luxury vodka Elyx has launched The Absolut Elyx House – a first-of-its-kind brand home in the heart of New York. The 5,000 square foot expansive loft space will be located in downtown Manhattan and is also the private residence of Absolut Elyx CEO – Jonas Tahlin.
The Elyx House is designed for entertaining and features a twenty three seat re-claimed wood dining table, Gustavian chandeliers, a copper disco ball, flamingo punchbowls and an abundance of the signature Elyx copper pineapple cocktail cups. The private residence is revealed only to those who know how to open the secret bookcase door. The unique design vision for the brand home revolves around raw luxe – Absolut Elyx’s aesthetic philosophy.
Combining a rugged blend of raw industrial materials, worn wooden paneling and concrete, the rough-hewn base acts as the perfect backdrop to celebrate luxurious properties of mother of pearl, velvet and copper. Fundamental to the heritage and distillation process of Absolut Elyx – copper is featured heavily in the design of the brand home. Absolut Elyx is produced from single estate wheat in Sweden and distilled in a hand- operated vintage still from 1921 made entirely from copper, so small details and accents feature throughout.
The design visionary behind the Elyx House is award-winning interior designer Shaun Clarkson, who has worked with Absolut for over two decades. Some of his most notable projects include high-end bespoke commercial and residential projects, including the Fifth Floor Bar at Harvey Nichols and Michelin-starred restaurant Oxo Tower. The luxurious design details of the house reflect the personality of the brand – stylish, welcoming and a little playful, whilst connecting the color palate of the bottle with a modern opulent twist of glamour and subtle sophistication. The house will offer a truly immersive brand experience, where visitors can enjoy the unique style of hospitality, as well as drink Elyx cocktails.
Jonas Tahlin, CEO Absolut Elyx said
“The Elyx House is the new brand home for Absolut’s new luxury vodka, Elyx. Centered 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.”
For more information, visit absolutelyx.com.