Absolut Vodka Partners with Yinka Ilori for Immersive Art Experience

Absolut Vodka today announces its first artistic collaboration for a festival, partnering with British-Nigerian multidisciplinary artist and designer Yinka Ilori MBE. For Tomorrowland Belgium, which begins tomorrow, as Creative Director for Absolut’s Tomorrowland festival activations, Ilori has created an immersive installation that blends music, art and movement; and marking the first time his work has been showcased at a music festival, although music has always been a focal point of his practice. 

Celebrated for creating vibrant experiences in everyday places, Ilori creates work that inspires optimism, sparks conversation and brings people together through participation. This installation is no exception and has been created to reflect the euphoric feeling of unity that will be familiar to festivalgoers around the world.

Together, Absolut and Yinka share a belief that creativity is most powerful when it moves beyond observation and becomes something people can step into, shape and experience together. United by a passion for culture, community and artistic expression, the collaboration celebrates the power of celebrating the joy of bringing people together through visual art and movement. Yinka reflects on this shared vision in the teaser film here.

The collaboration marks a milestone for both parties: and the very the first time Ilori’s work has been brought to life at a music festival. 

This is just the beginning. More will be revealed in the coming days.