ABOUT

Hendrick’s Gin is an antidote to the ordinary, with a mission to restore the nation’s spirit of curiosity. But unusual craft gins have flooded the marketplace, making it harder to achieve standout.

Our task was to create an innovative audio-based treatment programme that could be experienced in bars. The treatments would genuinely alter ones mental state, so that one might have a truly unusual and unexpected experience with a G&T. While re-engaging and building their loyalty.

We created a series of top hats to deliver a programme of mind-altering Hypnagogic Soundscapes. Hypnagogia is a state between the waking world and the dream world where one’s imagination comes alive.

Each track put the wearer in a hypnagogic state using a method similar to hypnosis; creating worlds with binaural sound to trigger different feelings. The brainwaves were converted to images using EEG sensors as the participant drank their G&T, and projected in the hat via a peppers ghost illusion.

The Toppers were first showcased at Hendrick’s Emporium of Sensorial Submersion, at The Edinburgh Fringe Festival. The industry launch took place at Mr. Foggs, the official Hendrick’s bar in London, hosted by the UK brand ambassador, Ali Martin and showcased to the country’s top ginfluencers. The hats then took a tour of select drinking establishments around the country.