Hendrick’s Gin has a reputation for bringing the “quirky” and “unusual” to life, but ‘The Awakening’, held at COMMUNE elevated the brand to whole new level with media, influencers and consumers coming away truly Awakened.
With deliberate mystery surrounding the weekend long event, attendees anticipated they were going to experience something unique and unusual but were taken by surprise with this one-of-a-kind experience. Following opening night and through word of mouth, the experience sold out in record time, with consumers scrambling to be a part of this extraordinary immersive live experience.
Participants embarked on an hour-long interactive and theatrical journey of the body and the mind, as their own human instincts, emotions and reactions became the subject. Self-guided within groups of 20 through a series of unexpected scenarios, intricately themed rooms, carnivalesque theatrical performances and superbly crafted Hendrick’s drinks, participants were integrated into the script and pushed outside their comfort zones.