Last night, Hendrick’s Gin launched ‘The Awakening’, an exhilarating, immersive experience wherein guests were invited to interact with unexpected scenarios and theatrical situations.
‘The Awakening’ is open to the public and will be run in ticketed time-slots over this weekend, 2-4 June. Tickets are on sale now, with only a few spots left. Siren Theatre Co, an independent professional theatre company, brought the performance to life, playing up Hendrick’s’ love of eccentricity and surprise. Exquisitely terrifying costuming, make-up and set design made for an overwhelming experience that was not only exciting but also hair-raising.
Guests were served three drinks throughout the experience: a classic Hendrick’s gin and tonic, garnished with the brand's trademark cucumber; a steaming teacup filled with its brand new Hot Gin Punch, which will be making appearances at various Australian venues throughout the winter months; and a deconstructed cocktail to enjoy in the post-event cocktail lounge, inspiring guests to connect with the creativity behind the craft.
In partnership with Dark Mofo, MONA’s winter festival, an exclusive ‘Welcome Stranger’ cocktail made its debut at The Awakening and will be available for purchase in the post-event cocktail lounge. After this weekend, the special cocktail will only be available at the sold out ‘Welcome Stranger’ event at Dark Mofo in Tasmania this June.
Morgan Flanagan, Hendrick’s Gin Brand Ambassador, spoke at the launch, expressing that the aim is to re-engage consumers’ love for Hendrick’s and re-enliven their delight in the periphery of reality. The experience was intended to immerse guests in the brand world of Hendrick’s Gin, a world which, from the start, drew inspiration from the unusual, dark curiosity of the Victorian Era.
The Awakening showcased Hendrick’s’ insightful understanding of their brand’s appeal to an open-minded, explorative and adventurous consumer base, particularly in the ‘rooms of introspection’, wherein guests entered rooms that represented different elements of reflection: time, creativity, adventure and space.
Hendrick’s has always embraced the peculiar and the unique and The Awakening was certainly telling of the brand’s long-time connection with the realm of the extraordinary.
