Yinka Ilori's Immersive Installation Debuts at Tomorrowland Belgium with Absolut
Yinka Ilori MBE's immersive installation made its debut at Tomorrowland Belgium last weekend, marking Absolut's first artistic venture into festival activations. As the appointed Creative Director, Ilori created an engaging space featuring an art room, interactive projections, and a cocktail bar, all designed to adapt in real-time to festivalgoers. Drawing inspiration from diverse cultural dances, including West African masquerade and Brazilian Capoeira, the installation aligns with Absolut's 'United We Dance' initiative. With around 70% of attendees being Gen Z or Millennials, the collaboration aims to resonate with a younger audience.
Key facts
- Absolut appointed Yinka Ilori MBE as Creative Director for its global festival activations.
- The collaboration launched at Tomorrowland Belgium last weekend.
- The installation is Absolut's first artistic collaboration in the festival space.
- Interactive projections respond to guests in real time, altering the artwork.
- The installation includes an immersive art room, interactive cylinders, a dance floor, a DJ booth, and an Absolut cocktail bar.
- Ilori's choreography draws from West African masquerade, Brazilian Capoeira, and Persian Sufi whirling.
- 70% of festivalgoers are Gen Z or Millennials, according to Absolut data.
- The partnership builds on Absolut's 'United We Dance' collaboration with Tomorrowland.
Entities
Artists
Institutions
- Absolut
- Tomorrowland
- Art Plugged
Locations
- Tomorrowland Belgium
- Belgium