Swedish House Mafia is dropping their new album, Paradise Again, on April 15, making their Coachella-headlining set with The Weekend even more highly anticipated. The performance will likely offer the first live experience of songs from the album and just because you might not be at the festival, it doesn’t mean you have to miss the chance to dance away in the desert.
Absolut, the longtime official vodka of the festival, is extending to anyone the opportunity to experience Coachella in the metaverse. Starting April 15, you can enter Absolut.Land, which will include The Anti-Gravity Dance Floor, The Absolute Bar, The Citron Media Room, The Rainbow Rave and The Selfie Room, among other Coachella-like experiences.
"As a brand born to mix, Absolut is centered on bringing the world together through shared experiences and empowering social interaction that unlock a sense of belonging— no matter who you are and where in the world you may be," said Pam Forbus, SVP chief marketing officer of Pernod Ricard North America. "To reach our consumers everywhere, the metaverse was a natural progression and we're so excited to introduce Absolut.Land as a space of belonging for all!"
Most importantly, Paradise Again will be blasting from a custom jukebox within Absolut.Land, making it the ultimate destination for Swedish House Mafia fans that can’t attend the festival.
Fans can also elevate their virtual festival experience with the Absolut x Swedish House Mafia Paradise (Again) Paloma cocktail kit. Available for a limited time, you’ll be able to sip on the Coachella-official beverage IRL and in the metaverse.
"We wanted to mix with our fans in a way that's really innovative and different, and what's bigger than the metaverse," said Axwell, Steve Angello and Sebastian Ingrosso of Swedish House Mafia. "When we hit the headline stage at the festival on Friday, you can also find us in Absolut.Land to listen and dance to our newly dropped Paradise Again album.”
Each kit makes 14 cocktails and includes a bottle of Absolut Grapefruit Vodka, reusable cups, a jigger, instructions, Swedish fish for garnishing and a bottle of Paradise (Again) Paloma cocktail ingredients. What’s more, five cocktail kits chosen at random will include tickets for Coachella 2023.
Photography by: Courtesy Absolut