A branded ball pit mimicked the feeling of floating on water.Photo: Courtesy of Hendrick’s Gin
NEW YORK—To celebrate its latest limited-edition release named Neptunia, Hendrick’s Gin created an aquatic oasis in downtown Manhattan. Inspired by the rugged Scottish Ayrshire coast—not far from where the brand’s distillery, known as Hendrick’s Gin Palace, is located—the “Hendrick’s Neptunia Undersea Imaginarium & Spa” featured nods to seafaring lore, including mermaid sightings.
In addition to imbibing on gin cocktails, guests were able to experience unique treatments such as the “Journey to the Bottom of the Sea Hypnosis,” which included a guided meditation; “Octopus Tarot Card Readings;” “Scottish Sea Breeze Aromatherapy” and a “Mermaid Sensory Treatment.” Plus, a branded ball pit mimicked the feeling of floating on water.
“For centuries, the sea has been associated with near magical powers and even today, we still turn to the sea for energy and rejuvenation,” said Lucy Cheng, senior brand manager for Hendrick's Gin, about the idea of hosting a spa experience in conjunction with the new gin, which boasts a blend of coastal botanicals and a citrus finish.
The immersive experience, which was produced by Momentum and took place March 25 and 26, was held at Aire Ancient Baths, a spa located in TriBeCa that was formerly a textile factory, further adding to the mysterious vibe of the event.
Over the course of the pop-up, more than 450 guests visited, including over 150 additional attendees than initially anticipated, Cheng said.
Hendrick’s also launched a “Magic-of-the-Sea” spa kit that includes a bluetooth projector, headphones, an exfoliating mask, an aromatherapy candle and highball glasses with octopus cocktail stirrers. The brand, in partnership with Project Seagrass, is donating 100% of the sales from the spa kit to help fund the conservation of seagrass meadows.
See more from inside “Hendrick’s Neptunia Undersea Imaginarium & Spa."
