MIAMI, Nov. 24, 2014 /PRNewswire/ — Absolut Elyx – the first single-estate, luxury vodka – will exclusively create a private pop-up club, Casa Elyx during Art Basel’s Miami Beach show this year. Inspired by the effervescent creativity arising out of Latin America, and Miami’s position as a connection point between the northern and southern hemisphere, Casa Elyx will showcase the most exciting artists, curators and projects that have emerged over the past year. Absolut is the official sponsor of Art Basel.
The two thousand square foot roof deck at Casa Elyx will feature cocktails by John Lermayer – including the signature copper pineapple serve – fresh coconuts, a plunge pool, panoramic views of the ocean and waterfront, and a retreat below with a library punch room and hidden speakeasy to escape the frenzy of the fair. The new pop-up club will feature talent from across the continent, as well as emerging trends and movements while celebrating the region’s coming-of-age as one of the world’s leading creative forces.
Highlights of the week include: a celebration of Inhotim and a showcase of Cidade Matarazzo – which was considered South America’smost groundbreaking art event of the year – in collaboration with curator, Marc Pottier and artists, Janaiana Tschape, Oskar Metsavaht, Naziha Mestaoui and Vincent Rosenblatt. The event will also celebrate the launch of the book ‘Feito Por Brasileros’ and feature site-specific installations. Bolivia’s most thought-provoking contemporary artist, Gaston Ugalde will unveil a new series of specially commissioned works during a dedicated cocktail event, while a collective of blind photographers from Mexican NGO, Ojos Que Sienten will present pieces created over the course of the week capturing the emotional energy of Casa Elyx and Art Basel’sMiami Beach show.
“Inspired by the dynamic, cultural movement in Latin America, we created Casa Elyx to celebrate pioneering forces from the region while providing an artistic oasis to retreat,” said Jonas Tahlin, Chief Executive Officer – Absolut Elyx. “Absolut Elyx represents the intersection of modern day luxury combined with integrity and substance. The creative movement is a testament to the enduring passion, spirit and resilience of the region, and with our official debut at Art Basel Miami Beach this year – Casa Elyx will offer thoughtful dialogue and inspiration for all.”
Launched in 2013, Absolut Elyx is The Absolut Company’s new luxury vodka made exclusively from single-estate wheat from Rabelof Castle in Sweden. With a unique copper distillation process, which filters out impurities to ensure a rich and silky taste, Absolut Elyx combines tradition with craftsmanship through its sleek, artistically designed copper and glass bottle. Absolut Elyx retails at $49 per 1L bottle, and is available at select high-end retailers, restaurants and bars across the U.S. The advertising campaign launch featuredChloe Sevigny and Charlotte Gainsbourg.
Casa Elyx is located on the rooftop at 2901 Collins Avenue, Miami Beach, Florida. Visit www.facebook.com/absolutelyx.us or follow @absolutelyx #casaelyx for further information and updates. www.absolutelyx.com
About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more than 18,000 people worldwide and is listed on the NYSE Euronext exchange (Ticker: RI).
The company’s leading spirits and wines include such prestigious brands as Absolut® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlua® Liqueur, Beefeater® Gin, Plymouth™ Gin, Seagram’s Extra Dry Gin®, Martell® Cognac, Hiram Walker® Liqueurs, Pernod®, Ricard® and Avion™ Tequila (through a joint venture with Tequila Avion); such superior wines as Jacob’s Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouet® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
Pernod Ricard USA is based in Purchase, New York, and has roughly 850 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.
About Art Basel
Art Basel stages the world’s premier art shows for Modern and contemporary works, sited in Basel, Miami Beach and Hong Kong. Defined by its host city and region, each show is unique, which reflected in its participating galleries, artworks presented and the content of parallel programming produced in collaboration with local institutions for each edition. In addition to ambitious stands featuring leading galleries from around the globe, each show’s singular exhibition sectors spotlight the latest developments in the visual arts, offering visitors new ideas, new inspiration and new contacts in the art world. Please visit www.artbasel.com for additional information.