Body and Soul is a music and arts festival that embodies a holistic and spiritual nature.

Our task was to create an immersive experience that would embody the spirit of the Body and Soul Festival and amplify the Absolut brand.

Marry the brand’s Swedish heritage and artistic nature by creating a Midsummer traditional Swedish celebration. Anchor the design, space and experience to build Absolut’s association with creativity and performance arts in a truly authentic way.

We designed what looked like a traditional Swedish maypole, but it was built to support acrobatic performances. The space was broken out into a bar, stage and seating areas that reflected a Swedish natural setting. The music line up was created to keep people during the day and increase in energy throughout the evening, culminating in a dusk performance of acrobats and DJs.

We produced and directed each performance, including all the sound and lighting design. We designed and manufactured all the bespoke furniture, including moss seating.

• 15000 Attendees over the weekend
• 2.1m Social Engagements
• 100% capacity for all activation events.