Hendrick’s Gin Invites You to Step Through the Portal into Hendrick’s Anotherland, exclusively at Selfridges London
This May, Hendrick’s Gin brings its wondrous new world, Hendrick’s Anotherland, to London with a one of a kind immersive experience at Selfridges. Inviting guests to discover another side of the extraordinary gin, the moment celebrates the launch of Another Hendrick’s, the brand’s first permanent addition to the line up in nearly a decade.
First unveiled in New York, Hendrick’s Anotherland has been developed by Dr Ilana Gilovich, former Chief Storyteller at Emursive Productions, the company behind the acclaimed immersive production Sleep No More. The London iteration continues this narrative, translating the curious world of Anotherland into a uniquely local setting.
Selfridges’ iconic Porte Cochère on Orchard Street will be transformed into a portal to Anotherland, where art meets culture through theatrical storytelling, visual spectacle and sensory design. The experience begins in an apothecary, before guests are drawn deeper into a world that is elegant and eccentric, where the unexpected reveals itself at every turn.
Running from 7th to 10th May, Hendrick’s Anotherland at Selfridges reimagines the space as a perambulatory theatre. Small groups of guests move through a three act narrative, guided by curious hosts, exploring the botanical composition of Another Hendrick’s while encountering moments that blur the boundary between audience and performer. Tickets are priced at £15 which is redeemable against a bottle of Another Hendrick’s, purchased in-store at Selfridges The Wine Shop on LG, Selfridges London.
Throughout, guests will discover Another Hendrick’s, the new expression infused with bright orange blossom and silky smooth cacao beans, layered with the signature Hendrick’s rose and cucumber. Presented in a striking white bottle, the release offers a fresh perspective on the Hendrick’s house style.
Taking the experience beyond the immersive world, Hendrick’s Anotherland is part of an extended month‑long partnership with Selfridges. At Selfridges’ iconic Fount Bar, in the Accessories Hall on G, a bespoke menu of Hendrick’s cocktails can be enjoyed, including a Spritz and French 75, inviting shoppers and cocktail lovers alike to rediscover Hendrick’s and discover Another Hendrick’s. In the Wine Shop on LG, an interactive display will give a playful moment of discovery, with a custom Hendrick’s keyring offered as a gift with purchase when customers buy a bottle of Another Hendrick’s.
The experience forms part of a wider global celebration, brought to life through immersive activations across key cities, alongside a series of surreal cinematic films by creative studio Ace of Hearts and contemporary artist David Szauder, whose dreamlike environments mirror the unusual world of Hendrick’s.
Jane Ashley, Head of Marketing Hendrick’s UK comments: “Hendrick’s has always championed the unusual, and Anotherland allows us to bring that spirit to life in a way that is both immersive and unexpected. Partnering with Selfridges provides the perfect setting to explore another side of Hendrick’s.”
Another Hendrick’s (ABV 41.4%) is available now at selected retailers nationwide.
For further information, visit hendricksgin.com/another-hendricks, follow @hendricksgin on social media and use the hashtag #ANOTHERHENDRICKS. Please drink the unusual responsibly. For the facts: drinkaware.co.uk
Tickets for Anotherland by Hendricks at Selfridges are available via Eventbrite.
DETAILS: HENDRICK’S ANOTHERLAND, SELFRIDGES
Where: Selfridges, Porte Cochère
When: 7th to 10th May – sessions running hourly from 16:00pm-21:00pm
Tickets: Tickets are £15 or redeemable against a bottle of Another Hendrick’s
Purchase Link: https://www.eventbrite.co.uk/e/anotherland-by-hendricks-tickets-1987507654898
T&Cs: £15 voucher is valid for Another Hendrick’s only and is redeemable only in store at Selfridges in London until the 10th May.
