The unusualists at Hendrick’s Gin have decided to add a bit of magic to your commute.
As a way to escape the dreary and conventional, a tunnel inside King’s Cross Station has been decorated with rose and cucumber scented posters — transporting commuters to a whimsical, multi-sensory world.
There until September, this installation is one of the first ever immersive tunnel wraps in London and is thought to be the longest in the UK. Linking the Piccadilly and Victoria lines to the Northern line ticket hall, this sensory campaign is totally on brand, with its recognisable illustrations and the scents of Hendrick’s key botanicals.
James Taylor, senior brand manager for Hendrick’s Gin, said of the campaign: “As a pioneer in the gin category, innovation has always been at the heart of Hendrick’s Gin and this year we’re continuing to create even more excitement.”
(See also: 6 Of The Prettiest Gin And Tonics In London)
Jason Nicholas, managing partner at Space, the agency that helped make this happen, added: “Hendrick’s has been at the forefront of the rapidly expanding super premium gin market. With increasing consumer interest and choice, this distinctive creative and communications approach will encourage gin drinkers to escape the conventional and embrace the delectable taste of Hendrick’s.”
Hendrick’s are up to all sorts of peculiar tricks at the moment, including a mysterious, immersive “gin portal” inside an east London Laundrette this August. More on that here.
Also published on Medium.