Hendrick’s Anotherland

Another Hendrick’s was the brand’s most significant launch in nearly a decade. It needed more than an announcement. It needed a world.

A*live created Anotherland: a five-day immersive theatrical takeover of the Porte Cochère at the Old Selfridges Hotel. 336 guests moved through a three-act journey in intimate groups, guided by live performers bringing the botanical story of Another Hendrick’s to life.

Five distinct zones – a tucked-away entrance that stopped people on the pavement, an apothecary hall, a two-way mirror tunnel, a fully dressed performance environment, and a kaleidoscope exit – were designed and built end-to-end from a completely bare canvas. Every scent, serve, and surface was deliberate.

The activation generated 26.3M combined article reach, Instagram coverage reaching 378K people, and 75 direct bottle purchases via an integrated retail mechanic.

“Anotherland wasn’t just an event, it was a world, and guests didn’t just attend it, they disappeared into it.” – Jane Ashley, Head of Marketing, Hendrick’s Gin