William Grant & Sons-owned gin brand Hendrick’s is upping its experimental marketing stakes with a pop-up gin experience in a laundrette in Shoreditch.
The gin brand, known for its Victorian Surrealism themed branding, is launching its pop-up called Lesley’s Laundrette in collaboration with design agency Space this weekend as part of its ‘portals to the peculiar’ project.
Hendrick’s describes the concept as an immersive experience designed to break-up the “drab daily grind”. In a nod to its Master Distiller Lesley Gracie, the experience will take attendees to a “spectacular moment of whimsical oddity infused with rose and cucumber”.
Attendees can book a slot on EventBrite with the experience lasting 45 minutes, with each visitor given two drinks.
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.”
Similar ‘portals to the peculiar’ will open in London Bridge and Edinburgh, according to the brand.
Brand ambassador Sasha Filimonov added: “Things are rarely what they seem in our unusual world of Hendrick’s Gin and Lesley’s Laundrette will freshen up your outlook perhaps more than your underwear.”
Lesley’s Laundrette will be open in Shoreditch from 15-18 August.
Last month Hendrick’s announced an advertising campaign on the London Underground involving cucumber and rose-scented posters and the “UK’s longest floor wrap”.