‘Portals to the Peculiar’ is a series of multi-sensory events that will invite gin drinkers to escape the conventional and embrace the delectable, taking a leap into the peculiar world of Hendrick’s. Space has developed the branded events which will take place in August and September and reflect the world, as portrayed in its most recent ‘Escape’ advertising campaign.
Seemingly everyday portals, where nothing is quite what it seems, have been created for consumers to explore. The experience transports consumers through the portal to an unusual world oddly infused with rose and cucumber, breaking up the daily grind and taking people beyond the obvious.
The first portal is a nod to Hendrick’s Master Distiller, Lesley Gracie. ‘Lesley’s Launderette’ in Shoreditch provides an unexpected entry point to the world beyond the mundane where visitors can interact with the brand, discovering how its rose and cucumber infusion makes it so unique.
Guests of the 45-minute experience enter the Hendrick’s world beyond laundry to discover a cast of amazing characters and situations, sample Hendrick’s and Escape the Conventional and Embrace the Delectable.
The launderette opens in Shoreditch, London on 14th August with a day of VIP and influencer visits before it is open to the public for four days, with tickets available through Eventbrite. Portals will also appear in London Bridge and Edinburgh.
James Taylor, Senior Brand Manager at Hendrick’s Gin, said: “This immersive experience allows us to bring the unusual Hendrick’s world to life and show how the brand and product really is different from its competition. Hendrick’s behaves unusually because it’s made unusually. Consumers will be given the opportunity to sample our delectable liquid and meet the characters that feature in our creative. The success of the event is testament to our great working relationship with Space – a collaboration that has enabled us to deliver a fantastic summer of activity for the brand.”
Jason Nicholas, Managing Partner at Space, added: “Hendrick’s sensorial qualities, rich and distinctive design world and ambition to go beyond convention has been beautifully captured in our ‘Portals to the Peculiar’. We look forward to Lesley welcoming gin drinkers to her launderette for an unexpected and memorable experience.”
The experiential activity complements Hendrick’s summer advertising campaign, which asks consumers to ‘Escape the Conventional and Embrace the Delectable’ and runs from mid-July until September.
As well as a first of its kind takeover of King’s Cross station with rose and cucumber infused wall and floor wraps, a national 6-sheet OOH campaign will comprise more than 850 panels including innovative placements using dynamic copy to direct the curious to the nearest watering hole to enjoy a Hendrick’s gin and tonic.