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Pet Shop Boys to play Smirnoff Experience at Matter

Pet Shop Boys

Story by Jack Foley

PET Shop Boys will play the inaugural Smirnoff Experience at Matter, at London’s O2.

The gig takes place on Monday, July 10, and forms part of a global series of original nightlife events aimed at giving people the chance to co-create their own event, Smirnoff: U.R. The Night at Matter.

With a mission to keep good times fresh and original, The Smirnoff Co. is asking people to be part of the night by submitting original ideas and voting on different aspects of the event, including the warm-up boat party, music on the night via the DJ’s playlist and original cocktails – all in exchange for getting access to the event.

The London event will see Pet Shop Boys, aka Neil Tennant and Chris Lowe, taking to the stage for an exclusive performance that promises to be one of the more intimate gigs they’ve performed.

Commenting on their participation, Pet Shop Boys’ Neil Tennant said: “We’re looking forward to what should be a really great night with an amazing line-up of electronic music talent.”

Performing alongside the Pet Shop Boys will be Little Boots, one of the brightest new stars of the year after coming top of the BBC’s “Sound of 2009” list.

With a ‘space disco’ sound taking influence from the likes of Human League and David Bowie, Little Boots will bring her signature touch of glamour to the event.

With DJ support from dancefloor popsters Hot Chip and cosmic Jedi Tom Middleton, The Smirnoff Co. are ensuring this is a night everyone will want to be part of.

Little Boots commented: “I’m really excited that Smirnoff asked me to be part of this event. It’s great that everyone there on the night has been involved in what takes place. I’m a big fan of the Pet Shop Boys and really happy to be on a bill with Joe from Hot Chip as he produced some tracks on my upcoming album, including my first ever single. It should be a really fun night.”

Tickets for the event can only be obtained via getting involved in creating the night itself.

The Smirnoff Co. are inviting people to have their say in how they want the night to evolve, by submitting their ideas via Facebook in exchange for a chance to get free tickets.

Employing an innovative co-creation format, attendees will vote on a number of different elements to help shape the night, including which drinks will be served, what the DJs will play and by choosing the theme for the pre-event boat party, all via polls on the event’s Facebook page.

For more information, including terms and conditions, on how to get involved, become a fan of Smirnoff: U.R. The Night at Idea submissions and voting will start on May 19.

The Smirnoff Experience™ has already appeared in Moscow, Shanghai, Paris and New York.

The events celebrate originality in nightlife by bringing to life original concepts, forming one-off collaborations and championing original drinking experiences.