Hendrick’s invites discerning travellers to step into The Lobby to Anotherland, a new Global Travel Retail campaign celebrating the arrival of Another Hendrick’s.
In February, Hendrick’s introduced Another Hendrick’s, a gin that is unmistakably Hendrick’s, yet delightfully unexpected. Crafted in small batches by Master Distiller Ms Lesley Gracie, using the same two contrasting stills and eleven botanicals as Hendrick’s Gin Original, Another Hendrick’s is finished with an infusion of orange blossom and cacao. Bright citrus notes meet a whisper of velvet indulgence, intriguing the senses in fresh and unexpected ways.
This duality is reflected through Hendrick’s’ iconic apothecary-style bottles. The familiar Hendrick’s Original appears in its mysterious black glass, the foundation of the brand’s peculiar spirit. Beside it sits Another Hendrick’s, unveiled in ethereal white. Together, they create a striking monochrome pairing of light and shadow, capturing the balance between the unusually familiar and the delightfully unexpected.
A hidden world within the airport
To highlight this new expression, Hendrick’s Gin unveils The Lobby to Anotherland: a new Global Travel Retail campaign inviting adult travellers to pause, wonder and uncover a hidden world tucked unexpectedly within the airport.
A portal into the peculiar, the activation changes a moment of transit into one of exploration. Dressed in a dramatic interplay of black and white, and adorned with illustrations from the whimsical world of the Hendrick’s Gin Palace, the space stands as an arresting landmark, beckoning travellers into somewhere rather more unusual.
The experience begins at the Concierge Desk, where visitors are welcomed by the Hendrick’s Concierge and invited to choose their path: to Rediscover Hendrick’s Original or to Discover Another Hendrick’s. From there, the experience unfolds as a seamless journey, with each touchpoint revealing a new facet of the Hendrick’s world.
Guests are then drawn further into Anotherland, with at the heart of the activation, a flavour-inspired visual experience and an immersive audio narrative. Whether stepping into the whimsical elevator or lifting the handset of a vintage telephone, they encounter playful glimpses into Hendrick’s’ curious universe, each moment building intrigue ahead of the tasting.
They are then guided to the Service Trolley, where the Concierge prepares and presents the traveller’s chosen Hendrick’s Gin for sampling. Elegant atomisers add an extra sensory flourish, releasing the familiar notes of cucumber and rose, or the more unexpected aromas of orange blossom and cacao, onto sampling cards for guests to explore.
From there, the experience leads to the Bellhop display, accompanied by a vintage suitcase presenting both Hendrick’s Original and Another Hendrick’s in a theatrical retail moment, inviting travellers to select their preferred expression and continue the story beyond the airport.
To conclude, guests return to the Concierge Desk, where a premium Hendrick’s luggage tag is offered as a keepsake of their exploration. A wrapping and gifting service provides the final flourish, ensuring the experience ends as charmingly as it began.
Ester Broome, Head of Marketing Global Travel Retail at William Grant & Sons, said: “Another Hendrick’s marks a major moment for the brand, as it is our first new permanent expression in nearly a decade. As one of our most anticipated launches in recent memory, it deserved a campaign that felt equally distinctive. In Global Travel Retail, The Lobby to Anotherland offers travellers a unique moment of discovery before departure, immersing them into the curious world of Hendrick’s, creating a memorable and interactive experience as part of their wider journey.”
The Lobby to Anotherland is live at London Heathrow Terminal 2 from 27 April to the end of May. From early May, Another Hendrick’s will also be available to sample at The Vinery Bar, extending the experience beyond the activation space itself.
From May onwards, the campaign continues across key international hubs including Singapore, Dubai, Sydney, New York, London Gatwick, Amsterdam, Paris Charles de Gaulle and more, inviting discerning travellers around the world to step out of the expected.
Hendrick’s Gin & Another Hendrick’s have an ABV of 44% and is available in key airports. For further information, visit www.hendricksgin.com, follow Hendrick’s on social media @hendricksgin and via the hashtag #ANOTHERHENDRICKS. Please drink the unusual responsibly.
