Hendrick's to tour 'Phantasmagorical Cognitive Drinking Toppers' across UK

Hendrick's Gin is continuing its wave of eccentric activations with the creation of Phantasmagorical Cognitive Drinking Toppers - headwear that appears to monitor wearers' brainwaves.

The Drinking Toppers appear to monitor the user's brainwaves (@HendricksGinUK)
The Drinking Toppers appear to monitor the user's brainwaves (@HendricksGinUK)

Although completely fictitious, the Toppers 'plunge wearers into a phonic voyage of unrivalled intrigue' by appearing to monitor cerebral activity with electrocardiography. The 'data' gathered will be available for the user to view on a built-in portal. 

The contraptions, which also feature an audio aspect, were showcased at Mr Fogg’s in London last week.

While the dates for the Topper tour are currently not set, the brand is encouraging fans to register for its inaugural digital experience. Launching on 16 November, The Great Phantasmagorical Excursion is available to access online and requires a webcam and headphones.

The digital activation takes inspiration from research on hypnagogia - the transitional state from wakefulness to sleep – by Edgar Allan Poe. It utilises specially crafted audio-inductions to transport listeners to a host of different worlds. 

More from Hendrick's: Hendrick's activates at Edinburgh Fringe ahead of digital debut

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