Yes, being a Russian I am a big fan of vodka. Last week I visited the Absolut Icebar in London. I imagined it to be an Absolut Brand experience, whereas it is just a bar. I wasn't really stunned by the architecture, a plain room out of ice. I expected more, stuff like ice sculptures and funky shapes. Even if it' felt more like moneymaking than brand building – it's still a cool place.