ABSOLUT has released a new bottle design with a white theme for Christmas. The Swedish vodka producer comes every year with a new look for its blue-label vodka. This year 700ml the bottle will be sold exclusively in Selfridges, the high-end UK department store. 

Featuring a pearly white finish, the new ABSOLUT White bottle follows its chic and stylish limited-edition predecessors like Crystal Pinstripe or Elyx. A new design for the brand’s 80-proof vodka, Absolut is offered in the Selfridges’ Birmingham, Manchester and London stores, and on Selfridges.com for £29.99.

On October 26, ABSOLUT will arrange an invitation-only event within the ABSOLUT Blank campaign in London. The event will feature a live art installation created in collaboration with Saam Farahmand, an award-winning music videos and film director.

Participants will be given an opportunity to choose their favorite song to express themselves in a specially commissioned pod, which results in private music videos. The launch event will be followed by public parties starting from November 16 to 27. The pieces will then form both an online commission and a specially curated live set which will take place on December 2.

Inspired by a slogan ‘It all starts with an ABSOLUT Blank’ visitors will dance to create digital trails in real-time using their bodies like brushes and their background as a blank canvas that becomes filled with their movements. Visual effects will be provided by The Mill, a company behind the special effects in films such as Harry Potter, Tomb Raider, Hannibal and Gladiator.