Hendrick’s opens ‘peculiar’ laundrette in Shoreditch

Hendrick’s Gin has launched a series of ‘portals to the peculiar’ immersive experiences designed to “break up the drab daily grind”, starting with Lesley’s Laundrette.

Situated across London, the ‘portals’ aims to communicate the whimsical personality of Hendrick’s and highlight the gin’s key botanicals of rose and cucumber.

Lesley’s Laundrette – inspired by Hendrick’s master distiller Lesley Gracie – is based in Shoreditch and will be open from 15-18 August. Amid washing machines and dryers, guests will take part in a 45-minute multi-sensory experience.

The Hendrick’s team developed the campaign in collaboration with creative agency Space.

James Taylor, senior brand manager at Hendrick’s Gin, said: “This immersive experience allows us to bring the unusual Hendrick’s world to life and show how the brand and product really is different from its competition. Hendrick’s behaves unusually because it’s made unusually.

“Consumers will be given the opportunity to sample our delectable liquid and meet the characters that feature in our creative. The success of the event is testament to our great working relationship with Space – a collaboration that has enabled us to deliver a fantastic summer of activity for the brand.”

Further ‘portals to the peculiar’ will open in London Bridge and Edinburgh. Tickets are available through Eventbrite.

Last month, Hendrick’s covered the inside of tunnels at King’s Cross station with rose- and cucumber-scented posters.

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