Hendrick’s Gin is expanding its footprint in experiential storytelling with Anotherland, a 90 minute immersive theater activation created in partnership with Gradient Experience to introduce its newest expression, Another Hendrick’s, featuring notes of orange blossom and cacao.
The project positions the brand at the intersection of luxury spirits, live performance and creative technology, reflecting how leading labels are reimagining launch strategies in 2026. Hendrick’s Builds A Surreal Brand World In New York
Hosted inside a transformed Manhattan townhouse in April 2026, Anotherland invites guests into a surreal, multi room experience where the world of Another Hendrick’s is brought to life through narrative, performance and environment design.
Over 90 minutes, small groups of around 25 guests per performance move through a series of named spaces, including the Antechamber of Possibility and the Greenhouse of Runaway Dreams, each designed as a chapter in a continuous story rather than a standalone themed room. The performance was developed in collaboration with Dr.
Ilana Gilovich , former Chief Storyteller at Emursive Productions, the team behind the long running immersive production Sleep No More.
This theater first approach shapes pacing, character encounters and audience flow, resulting in an experience that feels closer to an avant garde stage production than a conventional product launch event…
