Hendrick’s x Selfridges

An immersive theatrical experience to launch a new premium sip

Gin lovers were invited to take part in an immersive introduction to the new Hendrick’s sip within a carefully curated and art directed pop-up. Designed to evoke an imagined alternative universe, Hendrick’s Anotherland transported guests to a fantasy kingdom that explored the unique botanicals and notes behind the new Another blend.

For four days, Selfridges department store was transformed into the home of Another Hendrick’s, a narrative driven immersive theatre experience celebrating the brand’s new flavour infused with orange blossom and cacao.

The gin-inspired wonderland was brought to life as a site-specific activation that interpreted the global creative campaign concept imagined Dr Ilana Gilovich, one of the brains behind New York’s immersive production Sleep No More.

Designed as an intimate and interactive series of timed performances, groups of guests were led through a three-act experience that began in an apothecary before opening up to a secret world hidden behind a concealed portal.

The journey was punctuated with a series of liquid on lips moments interwoven within a narrative performance. A menu of Hendrick’s cocktails – including a spritz and French 75 – was also served in Selfridges’ Fount Bar throughout May. 

Role - Experiential Creative Director