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Carlsberg throws the ‘ultimate’ summer party in Stockholm 16/09/2013


From left, Carlsberg promoters with DJ Dorian Cassar from Bay Radio, Michael Tabone – Carlsberg Brand Executive at Simonds Farsons Cisk plc, winner Sandra Flygare and runner-up Faye Pace Decesare.

The Swedish Maritime Museum in Stockholm was transformed on 31st August as 10,000 party lovers from across the world gathered to experience the ultimate party as Carlsberg hosted its renowned ‘Where’s the Party?’ on a global scale for the first time ever. International superstar DJ Axwell took to the stage in one of the biggest club tents ever erected on the site of the historic Stockholm Maritime Museum.  

Promising the ‘ultimate’ experience, it didn’t disappoint. 10,000 EDM fans from across the globe were given an exclusive opportunity to experience DJ Axwell’s party vision. This included banging beats, extreme pyrotechnics and intense lighting throughout as they partied through the night. There was dry ice descending across the crowd, with more used during this one night than at the average festival – resulting in the 10,000 strong crowd getting lost in the beat and experience.

Stockholm was selected as the ideal party location thanks to its rapidly growing festival and street party culture, not to mention the reputation for producing some of the world’s top DJs. The capital certainly lived up to its party reputation with the event brought to life by packed dance floors, top industry sound systems, cheers from the crowd accompanied by bottles of Carlsberg throughout the night. A mix of 10,000 music fans from VIP winners to Stockholm locals were given a once-in-a-lifetime view of the headline event, with the top tables placed on platforms around the event space, providing a truly immersive experience. The atmospherics were topped off with a giant 240sqm LED-wall, projecting images during each set.

The global audience was treated to an exclusive opportunity, witnessing Axwell’s latest single, ‘Centre of the Universe’. The track was used to launch ‘Where’s the Party?’ with an interactive music experience earlier this year.

Local parties took place across 18 countries around the globe in the build-up to the headline event. The countries that participated in this year’s campaign included Sweden, Finland, Cyprus, Belgium, Portugal, Spain, Germany, USA, Canada, Malaysia, Hong Kong, Singapore, Sri Lanka, Holland, Iceland, Canary Islands, Mexico and Malta.

Winner of the Malta promotion, Sandra Flygare, was announced during the Farsons Beer Festival and she had the opportunity to attend the Carlsberg ‘ultimate’ summer party in Stockholm.

This headline event is the biggest to date and reached new levels of creativity and good times on an international scale – that calls for a Carlsberg.