Portals to the Peculiar is a series of multi-sensory events that will take place this month (August) and next month and will invite gin drinkers to sample the gin and meet the people behind the scenes.
The first portal – Lesley’s Laundrette – is a nod to Hendrick’s master distiller, Lesley Grace. The portal opened on August 14 with a day of VIP and influencer visits, before opening to the public for four days. Other 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.”