The pop-up, called The Flavour Room and located within the hotel's Purple Bar, opened yesterday (17 November). It serves a range of alcoholic treats, including the brand's edible cocktail pastilles. Guests can try flavours such as berry daquiri, spiced rum, whisky sour, gin and tonic and elderflower spritz.
The brand is also showcasing its alcoholic lollipops, sherbery wall and edible perfumes. Melanie Goldsmith, founder of Smith and Sinclair, said: "What you consume is equally important to what you're seeing and touching and if you want to have a multi-sensorial experience, you need to hit every sense you have."
The pop-up also allowed guests to explore the ways in which the innovative and edible cocktails are made, as well as giving them the opportunity to make their own.
Goldsmith added: "It's also about the educational aspect - almost like a 'build-a-bear' alcoholic sweet - where people get to explore and learn as well as consuming. It's not static, you don't have to speak to staff members if you don't want to, you get to do it yourself. It's very bespoke and interactive."
Alongside the pop-up at the Sanderson Hotel, the brand has also launched The Flavour Room concept at Bluewater Shopping Centre in Kent, where passers-by will have the chance to try out the innovative cocktail experience.
Goldsmith said the brand plans to tour The Flavour Room concept across different hotels and different retail spaces.
She said: "The idea is that you can always capture The Flavour Room, but it's a way of getting to consumers who wouldn't necessarily approach us. We want to be in places where people are 'experiencing' already, and we want to enhance the original experience. We're almost contradicting ourselves if we just become a shop on the high street. What we want to do is elevate places where people already feel something"
The pop-up will remain open at the Sanderson Hotel until 24 December.
Earlier this year, culinary food archtects Bompas & Parr launched a colour-changing flower shop in collaboration with Perrier-Jouët. On 9 December, Westfield London will host an immersive cocktail experience in partnership with Bompas & Parr.
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