Hendrick’s Gin, the peculiar and unusual premium gin brand has launched its most curious venture yet, ‘A Journey Most Unusual’, via Red Havas.
A production that has been two years’ in the making due to delays caused by the COVID-19 pandemic, Sydney-siders can now experience the new immersive experience, created in partnership with theatrical collective Broad Encounters.
The first-of-its-kind production will take guests through a sensory experience to discover the masterful craft and heritage behind Hendrick’s Gin.
The performance will be held at Hotel Palisade from August 24 for five nights. From sight and sound, to touch and smell, guests will play an interactive role in the fun-filled performance as they are moved from one world to another unlocking their five senses.
The theatrics created by Broad Encounters is a part of the curious brand world of Hendrick’s Gin with a number of quirky twists that melds fantasy and reality to discover a truly tantalising experience. With six unique designed spaces and a stellar performing cast of eight, A Journey Most Unusual will introduce intrepid travellers to other worlds through song, art, dance, music and of course, specially curated Hendrick’s Gin cocktails.
Nathan James, marketing manager for Hendrick’s Gin at William Grant and Sons, said: “This most peculiar of immersive experiences allows us to bring the world of Hendrick’s Gin to life. We will lift the veil and invite the curious crowd to uncover the unusual origin story in a way that has never been done before."
Ourhai Turkhan, group account director, Red Havas said: “When A Journey Most Unusual was conceived in 2020, it was a way for us to tell the compelling story behind Hendrick’s Gin’s, a whimsical world of absurd Victorian-esque surrealism, in a way that literally brought the audience into the brand world.
Broad Encounters’ interpretation turns the audience members into characters, physically interacting with them as they make their way from room to room, encountering a peculiar retelling of this distinct gin’s heritage – something you don’t experience every day."
Credits:
Client: William Grant & Sons
Jonathan Sully, Head of Marketing
Nathan James, Marketing Manager
Agency: Red Havas
Production: Broad Encounters
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