ABSOLUT ICEBAR LONDON has just undergone a dramatic revamp as ice designers and
sculptors have transformed the iconic London venue into an industrial work of minimalist
cool, featuring cog wheels, industrial pipes, warning sounds and flashing lights.

The new ‘Factory Concept’ builds on the tradition of groundbreaking innovation and style for
which ABSOLUT ICEBAR has become famous. Focused on delivering greater visitor
interaction, the new theme offers guests a total ice experience that evokes all senses.

Simon Every, Director of ABSOLUT ICEBAR LONDON, said “This is our most innovative and
interactive design yet, offering an extraordinary edgy and social experience for our guests
whom we welcome from London and all over the world, whether visiting for the first time or
the tenth.”

At the heart of Piccadilly, ABSOLUT ICEBAR LONDON, the UK’s first ever bar of ice, has
attracted record numbers of visitors and made headlines around the world since its opening
in Heddon Street in September 2005.

ABSOLUT ICEBAR LONDON
Below Zero London Ltd
31-33 Heddon Street
London W1B 4BN, United Kingdom
+44 (0) 20 7478 8910
info@belowzerolondon.com