Hendrick’s opens immersive Selfridges experience
The London activation marks the launch of Another Hendrick’s, the brand’s first permanent addition to its range in nearly a decade.
Hendrick’s Gin is set to launch an immersive theatrical experience at Selfridges London this month as part of a campaign supporting the debut of Another Hendrick’s.
Running from today, 7 May until 10, Hendrick’s Anotherland will transform Selfridges’ Porte Cochère on Orchard Street into what the brand describes as a portal into “Anotherland”, offering consumers a multi-sensory experience designed to showcase the new expression.
Developed by Dr Ilana Gilovich, former chief storyteller at Emursive Productions — the company behind immersive production Sleep No More — the experience was first unveiled in New York before being adapted for London.
Guests begin the experience in an apothecary setting before moving through a three-act narrative in small groups, guided by hosts through what Hendrick’s describes as a “perambulatory theatre”.
Tickets are priced at £15 and are redeemable against a bottle of Another Hendrick’s purchased in-store at Selfridges’ Wine Shop on the lower ground floor.
Month-long Selfridges partnership
The activation forms part of a wider month-long collaboration between Hendrick’s and Selfridges.
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At Selfridges’ Fount Bar in the Accessories Hall, shoppers will be able to order a bespoke menu of Hendrick’s cocktails, including a Spritz and French 75. Meanwhile, an interactive display in the retailer’s Wine Shop will offer customers a “playful moment of discovery”, with a custom Hendrick’s keyring available as a gift with purchase when buying a bottle of Another Hendrick’s.
Another Hendrick’s is the brand’s first permanent line extension in nearly a decade.
The expression is infused with orange blossom and cacao beans, alongside Hendrick’s signature rose and cucumber botanicals, and is presented in a white bottle intended to contrast with the brand’s traditional dark apothecary-style packaging.
Jane Ashley, head of marketing for Hendrick’s UK, said: “Hendrick’s has always championed the unusual, and Anotherland allows us to bring that spirit to life in a way that is both immersive and unexpected. Partnering with Selfridges provides the perfect setting to explore another side of Hendrick’s.”
Global campaign rollout
The London launch is part of a broader international campaign for Another Hendrick’s, which includes immersive activations in key cities as well as a series of cinematic films created by Ace of Hearts and contemporary artist David Szauder.
Another Hendrick’s has an ABV of 41.4% and is now available through selected retailers nationwide.
The Selfridges experience will take place at The Old Selfridges Hotel, 1 Orchard Street, London W1U 1QZ, with hourly sessions running from 4pm to 9pm.
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