Hendrick’s Gin has launched a curious and peculiar venture, an immersive experience titled ‘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 finally experience the brand-new immersive experience, created in partnership with theatrical collective Broad Encounters. The production will take guests through a sensory experience to discover the craft and heritage behind Hendrick’s Gin.
The performance will take over Sydney’s hauntingly iconic Hotel Palisade from 24th August 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 (and possibly even their illusive sixth sense).
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.
“Hendrick’s Gin’s story perfectly embodies that adage ‘fortune favours the bold’, and in this new experience we invite audiences to fortify themselves with that same boldness and take a most unusual journey with us. Guests will be given the opportunity to sample our delectable cocktails as they unlock their senses and meet key characters that embody our story.”
A Journey Most Unusual has had a most unusual journey in that production was originally slated to launch in 2020, but had a number of twists and turns thanks to COVID.
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.
“The lockdown created uncertainty as to whether this production would ever make it to our bespoke stages in the rooms of the Hotel Palisade. But we persevered – three postponements and two years later, we’re incredibly proud to finally bring this unique experience to life for those who revel in the unusual.”
The launch has been rolled out across earned media, digital, social and experiential.
A Journey Most Unusual will be showing at Hotel Palisade from 25th to 28th August.
