Aug 31 2013
The Lowline is a community-led effort to transform an abandoned trolley terminal beneath Delancey Street on New York City's Lower East Side into the world's first underground park, via innovative solar technology.
To celebrate the creative community in this iconic neighborhood—from small business owners to artists to musicians—the Lowline intends to build a stunning new subterranean space, which will serve as both a community gathering spot and a neighborhood magnet. Inspired by the local community's incredible support, the Lowline is teaming up with ABSOLUT Vodka to launch the "Absolut Lowline" campaign, an effort to empower individuals and small businesses to get involved in building the world's first underground park.
The "Absolut Lowline" campaign offers Lower East Side local establishments, residents and visitors an easy and immediate way to help support the Lowline. Three anchor establishments - 2nd Floor on Clinton, Donnybrook and the Hotel on Rivington - are kicking off the campaign by featuring a unique "Absolut Lowline" cocktail on their menus. From every Absolut Lowline Cocktail sold, $1 will be donated directly to the Lowline from the participating establishment, to support ongoing design, advocacy, and research efforts and bring the Lowline closer to reality. Additional bars and restaurants are encouraged to join the program, to help showcase their support.
"We are excited to offer a fresh new way to support the Lowline," said Dan Barasch, Lowline Co-Founder and Executive Director. "Many of our neighbors have embraced our proposed idea of a new vibrant public space, and the "Absolut Lowline" program presents a great opportunity for many more to get involved-- while also having fun and supporting local small businesses."
ABSOLUT is a continuous supporter of the arts and of New York City. Dating back to the 1980s, ABSOLUT has overseen many iconic creative collaborations, including with Andy Warhol, Jay-Z and now the Lowline project.
"We love the transformative nature of The Lowline and think it is a natural partnership for ABSOLUT," said Afdhel Aziz, ABSOLUT Brand Director. "As a long time supporter of the creative community in downtown New York, ABSOLUT is proud to help the Lowline connect to the artists, bars, hotels, restaurants, and music venues that make this community so special."
More information on the program, including an introductory video, participating venues, and cocktail recipes is available at thelowline.org/engage. Business owners interested in joining the program can email [email protected].