Smirnoff, the world’s leading vodka brand, is breathing new life into the night with the launch of Smirnoff Midnight Circus, a global tour celebrating unique nightlife experiences in more than 25 cities.
The program is a collection of ideas – a celebration of the newest, most extraordinary spectacles in nightlife. It is not a circus in the traditional sense of the word, but a modern interpretation by the brand in collaboration with influencers and cutting-edge artists.
To help bring the vision to life, the brand is collaborating with renowned artist and photographer David LaChapelle to create an interactive art installation to be unveiled at premiere events in Mexico City and Bangkok on September 7 and 15, respectively. The piece will inspire a series of experiences taking place around the world over the next six months.
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“I was drawn to the creative possibilities in bringing this project to life, and Smirnoff’s wish for me to not hold back in doing so,” said David LaChapelle. “The installation embodies a modern futurism of today’s nightlife culture with innovative body art and ornamentation.”
At events around the world, fans of legal purchase age will find DJ’s, performers, and mixologists. The experiences will feature two themes: events driven by an innovative use of light to elevate the nightlife experience, and “Secret Sessions” – experiences at unexpected venues with unannounced performances by top musical acts.
“We’re launching this global effort to not only provide fans with unexpected experiences, but also encourage them to find inspiration by trying something new,” stated Michelle Klein, VP, Smirnoff Global Marketing. “Our collaboration with LaChapelle is bringing that vision to life in a big way.”
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Currently in production, LaChapelle’s installation, titled “You’re In My Head,” will evoke a feeling of enchantment and mystery. The piece will feature a double-sided head inspired by traditions of dance and music that can be found in contemporary electronic music culture worldwide.
The countries participating include: Argentina, Armenia, Bosnia, Bulgaria, Chile, Colombia, Costa Rica, Croatia, Cyprus, Dominican Republic, Estonia, Finland, Guatemala, Malta, Mexico, Nigeria, Panama, Philippines, Puerto Rico, Romania, Serbia, Slovakia, Thailand, Trinidad & Tobago, Venezuela and Vietnam.
Diageo is the world’s leading premium drinks business with a collection of beverage alcohol brands across spirits, wines, and beer categories.
These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.
Photo courtesy: Diageo