Hendrick’s deconstructs cocktails with installation

Hendrick’s gin will return to Edinburgh Festival Fringe 2015 with its Emporium of Sensorial Submersion installation, designed to “deconstruct the humble cocktail drinking experience”.

The installation invites guests to explore the “secret life of cocktails”

The brand will introduce the installation, which invites guests to explore the “secret life of cocktails” through five individual experiences which offer “audible, palatable and tangible stimulation”.

It was created by sound artist Mark IJzerman, from the HKU University of the Arts Utrect, and is designed to encourage guests to “utilise the senses”.

The emporium is centred around “The Quietest Bar on Earth”, inspired by Author EB White, who proclaimed the Martini “the elixir of quietude”.

It also features a “Quantumphysical Soundscape of Hendrick’s Gin”, which aims to show guests what a cocktail would sound like if it could be heard; a “Sonic Cucumber Bath” which aims to purify the mind using sound, and an “Audio-gastrotorium Laboratory” where drinks are created using taste, sound and colour.
In addition, guests can enjoy “A Gentle Trip Through The Ages of Gin”, another sensory experience that explores the sounds, smells and flavours of the spirit’s history.

Alongside the emporium, The Cacophony Bar – filled with “a collection of oddities” – will serve up a selection of Hendrick’s Gin cocktails.

Sam Bovill, senior brand manager for Hendrick’s Gin, said: “We are extremely excited to launch the Hendrick’s Emporium of Sensorial Submersion in the homeland of our unusual gin.

“With a host of intriguing experiences, and a menu of incredible Hendrick’s Gin cocktails, the Hendrick’s Emporium of Sensorial Submersion is set to be the venue of choice for thirst quenching, mind tingling entertainment.”

Hendrick’s Emporium of Sensorial Submersion will be located at 91 George Street from 7 to 30 August, and will run every hour from 6pm to 11pm, Wednesdays to Sundays.

Each experience will last approximately two hours and will be undertaken in groups of 20. Tickets for the full experience cost £24 and can be bought online.

Last month, Hendrick’s created a limited number of “labour saving” Martini-stirring devices and installed them in select bars across London.