Hendrick’s Gin transformed a West Village townhouse into Anotherland, a surreal two-night immersive theater experience celebrating its new gin expression. Creative Director Dr. Ilana Gilovich guided guests through sensory vignettes with craft cocktails. The event highlights the brand’s first permanent new variant in nearly a decade.
Hendrick’s Gin staged Anotherland last weekend in an unassuming West Village townhouse in New York. The production featured performances, scenic installations, and cocktails inspired by the botanical spirit Another Hendrick’s. Guests entered a glass-topped atrium with hidden doors, then followed performers through distinct rooms evoking euphoria and decadence. The Greenhouse of Runaway Dreams brimmed with mossy beds, orange trees, and lullabies from a dream weaver, drawing on orange blossoms. Nearby, the Parlor of Sensory Delights celebrated the cacao bean in sumptuous style, while a dark marble bath honored the mythopoetic rose under a crystal shower. On the roof, a vine-wrapped hut hosted actress Tori Sparks for personalized readings, ensuring no two visits were alike. Dr. Ilana Gilovich, the creative director with prior roles at Punchdrunk’s Sleep No More, emphasized playfulness. “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,” she said. “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.” She described immersive work as site-responsive, empowering visitors to roam and follow instincts. Anotherland will roll out nationwide next month to Los Angeles, Chicago, and Miami, accompanied by campaign films from Ace of Hearts and artist David Szauder.
