Having reached a near-total saturation point of people proclaiming the death of nightlife in London – whether they blame lawmakers or gentrifiers or both – Absolut Vodka are launching a new collaboration with Marshmallow Laser Feast and R&S Records, exploring the natural next step for clubbing in a digital native world. Illuminating the grey region between the physical and the virtual, Electrik London will bring together the best in electronic music, cutting-edge technology and – of course – innovative Absolut drinks.

Presumably taking their cue from Robin William’s lesser-known “Does anybody miss the Tyrannosaurus Rex?” speech in Hook, Electrik London will aim to change the way audiences think about and engage with the night, and redefine the concept of nightlife for a new generation.

Inspired by the blue and silver chrome bottles of the limited edition Absolut Electrik, the collaborative event looks to find synergy between the unexpected – fusing a familiar concept with a future-facing approach, in the hope of creating a transformative experience for an audience in search (and in need) of something new.

So, you can either mourn the death of London nightlife or embrace its evolution by following #ElectrikLondon and @absolutvodka to find out more. Register at Absolut.com to be a part of something and ring in the new night.

Drink responsibly.

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