STEPPING INTO ANOTHERLAND: HENDRICK’S LAUNCH EXPERIENCE AT SELFRIDGES
A New Chapter for Hendrick’s Gin
Hendrick’s Gin has unveiled ‘Another Hendrick’s’, marking the brand’s first permanent addition to the Hendrick’s range in almost a decade. Built on the original recipe but enhanced with notes of cacao and orange blossom, the new expression also introduces a bold visual shift: the iconic Hendrick’s bottle has been inverted from black to white.
To celebrate the launch, Hendrick’s created an immersive brand activation at Selfridges. Designed as a portal into “Anotherland”, the multi‑sensory experience brought the new expression to life through storytelling, live performance and carefully crafted drinks brand world‑building. See more inspiring prestige activations in our Miramur Insight Report.
Stepping Into Anotherland
From the moment guests approached the experience, the branding was impossible to ignore. The entrance immediately established a fantasy‑like atmosphere, inviting visitors to leave the real world behind and step into a magical realm through a portal‑style doorway.
A bespoke wooden façade featuring carved typography and illustrated detailing was framed by rose bushes that subtly referenced the bottle design. The 3D chequered flooring effect added depth and perspective, visually pulling guests away from the pavement and into Hendrick’s surreal brand universe.
Inside, the first room resembled an eccentric apothecary or experimental laboratory - almost as though you had stepped directly into the Hendrick’s Gin Palace. Shelves filled with ingredients, potion‑style vases and artistic ornaments created a rich sensory environment, immediately immersing visitors in the Hendrick’s brand world.
Guests were welcomed with a classic Hendrick’s gin and tonic, complete with cucumber garnish, before being introduced to an energetic narrator reminiscent of Troy Hawke. The narrator guided visitors through the experience using ingredient‑inspired tarot cards designed with Hendrick’s visual cues, revealing each guest’s “another side” personality while narrating the unfolding story.
Theatre, Storytelling and Signature Serves
The immersive journey unfolded across several theatrical spaces, reinforcing the power of experiential drinks branding. The first featured mirrors and black‑and‑white chequered flooring, creating a distinctly Alice in Wonderland‑inspired atmosphere.
As the story developed, hidden mirrors unexpectedly disappeared to reveal actors performing behind them, adding moments of surprise and visual storytelling that kept the brand activation engaging throughout.
The second room leaned further into live theatre, featuring dancers, magicians and storytellers performing around the Hendrick’s Sorbet Parlour. Here, guests were introduced to two Hendrick’s Sgroppino serves by brand ambassador Luke Condell.
The first cocktail featured the original black‑bottle Hendrick’s gin paired with elderflower sorbet, cucumber and rose sorbet, prosecco and apricot brandy. The second highlighted the new white‑bottle expression, Another Hendrick’s, combined with Aperol, orange blossom and cacao sorbet, prosecco and cherry syrup – a strong example of how serve strategy comes to life, which we explore in depth here.
The Creative Execution
Creatively, the brand activation was thoughtfully executed from start to finish. The subtle interplay of black and white - reminiscent of a yin‑and‑yang balance - worked particularly well in representing the relationship between the two Hendrick’s bottles.
This contrast extended beyond the chequered flooring and split‑colour menus into smaller details throughout the experience, including costume design. When Luke first introduced the activation, he was dressed entirely in black. Later, at the second drinks station, both he and the bartender had changed into white outfits - a subtle but effective creative touch that reinforced the transition between the original and new expressions.
The décor consistently drew from Hendrick’s established visual identity, blending floral elements with surreal AI‑style moving imagery displayed in ornate frames. Meanwhile, the iconic Hendrick’s “H” was subtly integrated throughout the space, reinforcing brand recognition without ever feeling overly commercial - a smart balance for luxury drinks brands at retail.
Where the Experience Fell Short
Despite the strength of the immersive experience itself, the activation lost momentum at the final stage.
At the end of the journey, guests received a tarot-style voucher redeemable against a bottle of Another Hendrick’s inside Selfridges. However, compared to the theatrical build-up of the immersive experience, the retail display felt noticeably underwhelming.
The key visual was relatively small, positioned high up and clipped into place rather than fully heroed. The product display itself, arranged in wooden crates, lacked the visual impact needed to command attention from a distance on a busy retail floor.
While thoughtful details remained, including black‑and‑white illustrated wallpaper and decorative touches, the final retail moment didn’t fully capitalise on the immersive storytelling established earlier. It ultimately felt like a missed opportunity to extend the magic fully into the shopping experience.
Final Thoughts
Overall, this was a strong example of how drinks branding can be successfully brought to life through immersive experience design.
The activation was engaging, detailed and unmistakably on-brand, demonstrating the impact that physical storytelling and theatrical world-building can have when executed effectively. While a stronger retail finale would have completed the journey more cohesively, the launch still stands as a memorable and ambitious activation that sets a high benchmark for drinks brands looking to create meaningful audience engagement.
At Wonderworks, we specialise in bringing drinks brands to life through immersive experiences and on‑trade activation.
If you’re thinking about your next brand experience, we’d love to talk!