Inspired by Sweden’s daytime dance parties, ABSOLUT Vodka is bringing dance parties to the United States to help people loosen up on their Friday lunch break.
ABSOLUT Lunch Break* is inviting people in New York, San Francisco, Philadelphia, Chicago, and Boston to attend their dance parties this summer, which continue into September. Attendees get to sample one ABSOLUT cocktail – no more than that – dance around with glow sticks, and pick up a bagged lunch to take to the office.
The event is free, and any donations you make go to food charities. It began last year in New York in partnership with Flavorpill, a media company featuring local news and events.
Considering that entrepreneurs are often pushed to work through lunch – ordering food on Seamless or getting a catered spread – we wanted to know what they might be missing out on. Below, we chatted with Afhdel Aziz, brand director of ABSOLUT Vodka; and Sascha Lewis, cofounder of Flavorpill Media.
Tech Cocktail: Tell us about Sweden’s trend of daytime dance parties.
Afhdel Aziz: In Sweden, where all ABSOLUT is made, a trend emerged around lunchtime clubbing – a simple and fun concept that allowed creatives a true break from their day. The idea is daring to defy everyday convention by turning a typical lunch break into a daytime dance party. . .
Tech Cocktail: Why is dancing, in particular, helpful during the day?
Aziz: ABSOLUT Lunch Break allows for a creative opportunity to get out and meet new people. Dancing, in particular, is a great way to let loose and get moving amidst a world where we’re often tied to our desks at lunch. . .
Tech Cocktail: Is there a trend toward shorter or nonexistent lunch breaks?
Sascha Lewis: With overflowing inboxes and never-ending to-do lists, there’s been an oppressive trend of ordering straight to one’s desk or skipping lunch altogether. . .
Tech Cocktail: Why is it important (especially for startups) to take a lunch break?
Lewis: We . . . [encourage] fellow startups and creatives to take the opportunity to break away from the traditional lunch-in-front-of-a-computer routine and engage with others to inspire the rest of their day.