An immersive gin wonderland is set to land in London next week, created by the brains behind a legendary New York production company. Hendrick's gin is launching a three-act theatrical experience at Selfridges to debut its new flavour.
A New Flavour and a Unique Experience
If you thought Selfridges was just a place for luxury shopping, think again. The iconic department store offers much more than high-end goods, including a cinema, a skateboarding bowl, and from spring, its own private members' club. For four days in May, Selfridges will also host a booze-based immersive theatre experience in collaboration with Hendrick's gin.
The drinks brand is putting on a show to mark the release of Another Hendrick's, a new flavour infused with orange blossom and cacao. This is the first permanent addition to the Hendrick's range in nearly 10 years.
Anotherland: A Three-Act Wonderland
Called 'Anotherland', this booze-infused wonderland has been developed by Dr Ilana Gilovich, one of the minds behind New York's immersive production Sleep No More. It will take over the Porte Cochère space at the Oxford Street store from May 7 to 10, leading groups of guests through a three-act experience that begins in an apothecary.
In simple terms, you will get to explore the botanicals that make up Another Hendrick's while sipping on a cocktail or two. A menu of Hendrick's cocktails, including a spritz and French 75, will also be served in Selfridges' Fount Bar throughout May.
Hendrick's Theatrical Tradition
If you are a big Hendrick's gin fan, you will know the brand is partial to putting on a show. Past extravagances include a gin portal in a Shoreditch launderette, a double-decker gin bus, and a collaboration with Time Out to host an immersive experience at MC Motors.
Tickets and Details
Tickets to the latest experience are £15, and you can get that cash off a bottle of Another Hendrick's if you buy one in Selfridges. Anotherland will run from May 7 to May 10, with sessions running hourly from 4pm to 9pm. Tickets are available on Eventbrite.
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