In pictures: Hendrick's activates at Edinburgh Fringe ahead of digital debut

Hendrick's has revealed plans to launch its first-ever immersive digital experience, as it activates a two-hour sensory experience at the Edinburgh Festival Fringe.


Devised in collaboration with creative agency Steely Fox, The Hendrick’s Emporium of Senorial Submersion is available to explore in Edinburgh until the Fringe closes on 30 August. The activation features six different experiences that ticket-holders can explore in groups of 20 and is located at 91 George Street.

The Quietest Bar on Earth offers visitors the chance to enjoy a martini in a silent, white room in order to avoid ‘sensory overload’. At the Quantumphysical Soundscape of Hendrick’s Gin, the brand has created a contraption that turns the taste of a cocktail into a sound.

Other activities to explore include a Sonic Cucumber Bath, the Audio-gastrotorium Laboratory and A Gentle Trip Through The Ages of Gin. Finally The Cacophony Bar provides a branded space for both the Emporium’s ticket-holders and walk-in visitors to enjoy.

"Informative and immersive"

Sam Bovill, senior brand manager for Hendrick’s Gin, told Event that while the brand is less interested in measuring numbers and more interested in the quality of the experience, ticketed events for the emporium have been running at 82% occupancy. He added that the brand expects the remaining shows are like to be sold out.

He said: "The Hendrick’s Emporium of Sensorial Submersion has seen the brand take ownership and create content with a direct focus on the liquid, but through an informative and immersive performance piece, rather than the more sedate, lounge-style presentation format of the [Event Award-winning] Carnival of Knowledge.  We have worked with collaborators who have brought much to the experience – especially Mark Ijzerman, a sound artist from Utrecht – but this has been to a much tighter brief to fit the creative performance piece and brand messages we want our audiences to take away."

Bovill added: "Following on from the success of the Emporium, we are busy developing an experience which will bring our unusual world to a wider audience. In September, we will be launching our first ever immersive experience in the digital sphere so watch this space."

More from Hendrick's: Hendrick's selects Mr Fogg's for Botanical Garden

Hendrick's Horticultural Oasis opens at Blake's Hotel Kensington

Hendrick's to feature in immersive Waldorf Project experience

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