We Went Down the Rabbit Hole at Hendrick's Anotherland
Creative Director Dr. Ilana Gilovich takes us behind the curtain of the surreal immersive theater experience.
For those who prefer cocktails hitting the sweet spot between both highly crafted and curious, Hendrick’s delivers every time. The Scottish gin brings out life’s peculiar pleasures, and its recent immersive theater experience in New York was nothing short of surreal.
Named Anotherland, the two-night performance turned an unassuming West Village townhouse into a dreamy playground of performances, scenic installations and, of course, craft drinks. The production celebrated Another Hendrick’s, the brand’s first permanent new expression in nearly a decade, bringing an immersive depth to the botanical spirit, far beyond just flavor.
Guests began in a soaring, glass-topped atrium lined with hidden doors and passageways. From there, performers guide and pull visitors through distinct sensory vignettes, all while sampling cocktails inspired by the gin’s profile.
Take the “Greenhouse of Runaway Dreams,” for example. Inspired by orange blossoms, often associated with euphoria and bliss, the sunny dwelling brims with mossy beds and orange trees as a dream weaver bathes the space with lullabies. Another room, the “Parlor of Sensory Delights,” taps into the decadence of the cacao bean, making for a sumptuous spot of respite fit for royalty.
“The idea we’re allowed to just play with a sense of abandon is not just delightful and rewarding, but also really a spiritual imperative,” Creative Director Dr. Ilana Gilovich, explained. “Giving people the chance to be free and wander, be silly and irreverent, is so endemic to the Hendrick’s brand and the medium of immersive theater.”
Hendrick’s Gin
Hendrick’s Gin
Hendrick’s Gin
Hendrick’s Gin
Hendrick’s Gin
Hendrick’s Gin
Hendrick’s Gin
Hendrick’s Gin
“The idea we’re allowed to just play with a sense of abandon is not just delightful and rewarding, but also really a spiritual imperative.”
To bring the production to life, the brand lent curatorial reigns to Dr. Gilovich, who previously served as the Chief Storyteller and a performer in Sleep No More, Punchdrunk’s multisensory spin on the Shakespeare classic, Macbeth.
“Immersive is a term that gets bandied about so much, but to me, in the work that I do, it means site-sympathetic or site-responsive,” she continued. A dark marble bath on the second floor makes for a perfect shrine for the mythopoetic rose, complete with a cascading shower of crystals to honor the bloom’s symbolic mystery and beauty. A hut wrapped in overgrown vines bursts beyond the roof, where actress Tori Sparks awaited with readings for each visitor. No two adventures are alike. Much more than your average tasting, Anotherland unfolded like a personalized treasure hunt.
For those who missed the New York run, the concept takes part in a nationwide rollout, with similar set for Los Angeles, Chicago and Miami, next month, alongside a series of campaign films created by Ace of Hearts and artist David Szauder.
“[Anotherland's] reminder that we are physical creatures with our own agency and a way to sort of unleash our inner children in a world that can feel a bit puritanical, a little big rigid,” Dr. Gilovich continued.
“There are these key tools that are enduring across immersive production for a reason. Invitation to play, be embodied and explore. To not feel passively locked into the proscenium, but be empowered to roam around and follow your instincts.”
Check out the galleries above to see what went down last weekend, and head to Hendrick’s Gin for more on its latest release.
