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Brief Published: 8 Dec 2010

Hendrick's Enchanted Forest


With the abundance of pop-ups during the holiday season brands need to be conceptually inventive, adding value by offering visitors an experience. With this in mind, Scottish brand Hendrick’s gin has launched an unusual New York pop-up with a magical woodland theme.  The Hendrick’s Enchanted Forest of Curiosities at Gallery 151 is hosting a series of events, activities and a Christmas bazaar of arts and crafts.

The Gallery 151 space has been transformed with wood sprites, a wishing well, cucumber trees and a tree trunk bar and stools, creating a venue for “fireside chats” and guerrilla performances. In the final week of the pop-up (December 13 to 18) Hendrick’s has teamed up with Bust Magazine to open a shop of bizarre curios for the holiday season.