Smirnoff experience rocks Moscow - Faithless, Kelis and
Mark Ronson perform to capacity crowd
4 October 2007
Europe
Moscow came to a standstill last weekend as thousands queued to attend the exclusive,
invite-only Smirnoff Experience Moscow event. The lucky guests experienced an
unprecedented lineup of world-class performances by Faithless, joined live by Russian
orchestra Musica Viva; US recording artist Kelis; and DJ sensation Mark Ronson, joined by
vocalist Daniel Merriweather.
Throughout the evening, guests chose from over 30 different drinks, including non-alcoholic
drinks and bottled water, and enjoyed innovative original drinking experiences, including
Smirnoff Drinks Tapas and Smirnoff Black martinis topped with flavoured foams.
Opening the event, British DJ Tom Middleton performed an original soundtrack of original
ambient and classically-inspired music, including a nod to some of Russia‟s most famous
musical pieces which provided the score for a performance by a Russian ribbon gymnast in
front of a giant 20m screen.
Kelis, clad in a stunning jewel-encrusted dress, performed on a specially-constructed stage in
the centre of the dance floor. She performed classic tracks, including “Milkshake” and
“Trick Me” to a delighted audience.
Mark Ronson played a storming genre-skipping DJ set, before vocalist Daniel Merriweather
appeared to perform a double whammy: first singing “Stop Me,” the track of the year he
created with Mark Ronson, and then exclusively debuting his first solo track, “I think I‟m in
love with her.” The track, which will be on Merriweather‟s forthcoming solo album, was only
completed the day before the event.
Faithless‟ collaboration with the orchestra surpassed all expectations and received a rapturous
reception for the audience. The band appeared for two encores, and the performance was
filmed for global TV and DVD release.
The Smirnoff Experience Moscow event marked the official start of a year-long celebration
of the brand‟s heritage and originality. The event, which is first in a series of four, celebrated
the brand‟s journey from its origins in Moscow through to its status today as the world‟s
biggest-selling premium spirit. The other parties take place in Shanghai in January 2008,
Paris in May 2008 and conclude in New York in September next year. The heart of Smirnoff
Experience is bringing original nightlife to consumers around the world, and with its unique
mix of artists, interactive engagement and sensational cocktails.
Remember the experience – Please drink responsibly
For further information and details of the events please go to www.smirnoff.com or email
becks@independentsunited.co.uk
-ends-
Notes to editors:
Additional event information
The Smirnoff Experience Moscow event showcased Smirnoff cocktails served in new and
original ways. Upon entry, guests were invited to choose their first drink by scent, with
greeters using specially designed hand blown glass nosing tubes to offer a choice of three
different drinks. Further bars offered Smirnoff Cocktail Tapas – a selection of four alcoholic
cocktails and one non-alcoholic cocktail designed for two people to share.
In the Smirnoff Mix Lab, guests got to play with the amazing interactive musical instrument
Reactable, where moving a series of Smirnoff bottles and cocktail ingredients controlled the
music and made an original music track. At the end of the experience guests would receive a
cocktail made by one of the brand‟s expert bartenders.
Further interactive experiences include the Random Portrait Capture area where guests posed
for digital photos, which were then instantly „painted‟ onto a giant wall with an interactive
paint roller. The light reactive wall also provided a canvas for guests to draw their own
pictures and leave messages which then glowed in the dark for the rest of the evening.
As part of its commitment to encouraging consumers to drink responsibly, Smirnoff provided
thousands of bottles of water which were given out by dancing Smirnoff greeters who
reminded consumers to stay hydrated throughout the night. All bars distributed non-alcoholic
drinks alongside a selection of thirty different cocktails.
Contacts
Patti Costantino
Diageo
+1-646-223-2040
patricia.costantino@diageo.com
Becks Robertson
Independents United
becks@independentsunited.co.uk