Scotland-made Hendrick’s Gin is giving UK commuters a chance to stop and smell the roses. The gin company created an immersive experience by transforming London’s busiest station, King’s Cross St. Pancras Station, with scented, decorated posters that mimic the brand’s Victorian aesthetic.
Wallpaper murals in a light pastel colorway featuring ingredients such as rose and cucumber from the brand’s seasonal Midsummer Solstice gin cover the tunnel wrap for a garden party effect. On the floor of the tunnel’s entrance, the words, “Step into the delectable” are painted in large letters. The campaign will run until September, with future plans to implement the UK’s longest floor wrap and entrance archway.
The brand’s experiential marketing efforts will continue at the inaugural Honda Celebration of Light in Vancouver in August. There, a branded 65-foot hot air balloon covered in images of cucumbers and roses, quintessential British garden staples, will take flight for two evenings on August 2 and 3. As the hot air balloon suspends in midair, an organ made of whole cucumbers—what Hendrick’s calls C.O.R.G.A.N. (Cucumber Organ of Remarkably Glorious Auditory Nirvana)—will play music in the Hendrick’s Gin air departure lounge.
Open to all festival-goers, the lounge will feature music, entertainment
“The Hendrick’s Gin Portal of Peculiarity at the Honda Celebration of Light Downtown will be enchanting for the eyes, ears and taste buds. We look forward to elevating festival goers’ experience with our ocular and auditory spectacle in true Hendrick’s Gin fashion,” said Alvin P. Ramchurn, national brand ambassador, Hendrick’s Gin.