Decoded Magazine
Absolut and elrow tear up the festival partnership rulebook and enter a truly creative relationship to deliver a fantastical new festival concept to party goers
DECODED MAGAZINE: Last week, at the International Music Summit, Absolut and immersive entertainment experts elrow launched a unique new joint venture which will see the co-creation of a brand-new day festival this summer, The Gardenarium. Absolut commenced its three year partnership as elrow’s global vodka partner last summer and will be bringing 30 creative experiences to festival and party goers, across 11 markets around the world over the next year – with the aim of putting the fun back into the festival and nightlife scene.