Inspired by prolific perfume department stores of the era, the display showcases an impressive array of Hendrick’s cucumber paraphernalia
Hendrick’s Gin, the number one super-premium gin in travel retail, has never been known for being ordinary, and the company’s presence in travel retail with Heinemann and Frankfurt Airport this summer is no exception. This first Hendrick’s Gin Perfumery exclusive to travel retail offers an edible cucumber scent and cocktail garnish called “Eau de Cucumber.”
The novel fragrance was developed in collaboration with Global Brand Ambassador Ally Martin. From August 2 to August 31 at Terminal 1 Pier B West, passengers will be able to nose the fragrance and enjoy it as a spritz over a delicious Hendrick’s Gin & Tonic.
The attention-grabbing experience, created and produced by London-based creative agency Space, includes the Story Wall, where travelers can feed cucumbers into portholes and watch the “peculiarly magical” way the fragrance is produced. If they pick up a phone within the installation, they can hear the fragrance at the “Answering the Call of the Unnecessary” station.
The most eye-catching element of the elegant 15-square-meter activation space is the giant Eau de Cucumber atomizer
After visiting the Perfumery, located opposite Heinemann Duty Free’s main store, travelers will be able to explore Hendrick’s Original Gin and the travel retail-exclusive Hendrick’s Amazonia in a special branded area of the duty-free store. This area also offers an exclusive gift-wrapping service.
“The Hendrick’s Gin Perfumery is the latest example of how Hendrick’s is able to disrupt the gin category in travel retail in its own delightfully idiosyncratic way,” said William Grant & Sons Global Travel Retail Regional Director for Europe and Americas Rufus Parkinson. “On one level, the Perfumery will provide some relaxing fun for stressed travelers. On another, the activation has a more informative angle – to alert gin drinkers to the fact that Hendrick’s is oddly infused with rose and cucumber, which is a key point of differentiation for the brand in the crowded gin category.”
Jens Peter Peuckert, Director Marketing at Gebr. Heinemann stated: “We are always keen to develop with our partners innovative summer drinks activations that drive footfall into our stores. In Hendrick’s, we have an equally ambitious partner we’ve been working together with trustfully for many years. And whether you are a Gin enthusiast or an adventurous traveler seeking the unexpected – the Hendrick’s Gin Perfumery is sure to put you provide you with an unforgettable experience.”
The Hendrick’s Gin Perfumery will next set up shop at Paris Charles de Gaulle airport in partnership with Lagardère Travel Retail.
