Hendrick’s Gin Partners with Gradient Experience for Surreal Anotherland Activation

Hendrick’s Builds A Surreal Brand World In New York Hosted inside a transformed Manhattan townhouse in April 2026, Anotherland invites guests into a surreal, multi room experience where the world of Another Hendrick’s is brought to life through narrative, performance and environment design.

Over 90 minutes, small groups of around 25 guests per performance move through a series of named spaces, including the Antechamber of Possibility and the Greenhouse of Runaway Dreams, each designed as a chapter in a continuous story rather than a standalone themed room. The performance was developed in collaboration with Dr.

Ilana Gilovich, former Chief Storyteller at Emursive Productions, the team behind the long running immersive production Sleep No More.

This theater first approach shapes pacing, character encounters and audience flow, resulting in an experience that feels closer to an avant garde stage production than a conventional product launch event…