William Grant & Sons has turned part of London Heathrow’s Terminal 2 into a black-and-white curiosity shop for gin drinkers. The installation, called The Lobby to Anotherland, went live on April 27 and will run through the end of May. It’s built around the launch of Another Hendrick’s, the brand’s first new permanent gin expression in almost a decade.
A new gin expression gets a peculiar airport welcome
Another Hendrick’s first appeared in February. The company describes it as “the first new permanent expression from the brand in nearly ten years.” To mark the occasion, the travel retail arm of its parent created an activation that leans into the “peculiar” world of the Hendrick’s Gin Palace. The space uses black and white illustrations, a concierge desk, and a vintage telephone to draw travelers in before their flights.
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The campaign is not limited to Heathrow. From May onward, it will appear in Singapore, Dubai, Sydney, New York, London Gatwick, Amsterdam, and Paris Charles de Gaulle. The firm calls it “a portal into the peculiar.”
From London to Singapore and beyond
At Heathrow, the pop‑up occupies a space near the boarding gates. Visitors first encounter a Concierge Desk. They’re asked to choose a path: Rediscover Hendrick’s Original or Discover Another Hendrick’s. Each option leads to a different sensory experience. There’s an immersive audio narrative and a flavor‑inspired visual display. Guests can step into a whimsical elevator or lift the handset of an old telephone. Then they move to a Service Trolley, where a concierge prepares a sample of the chosen gin alongside blotters spritzed with key fragrance notes. There’s also a Bellhop display featuring a vintage suitcase presentation of both gins.
At the end, visitors return to the Concierge Desk for a branded luggage tag. A wrapping and gifting service is also offered — the installation also provides that as a final touch.
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Marketing a major moment
Ester Broome, Head of Marketing Global Travel Retail at William Grant & Sons, said in a statement that Another Hendrick’s “deserved a campaign that felt equally distinctive.” She added that The Lobby to Anotherland “offers travelers a unique moment of discovery before departure, immersing them into the curious world of Hendrick’s.” That’s the official line.
Some industry observers might question whether a month‑long pop‑up at one airport terminal can meaningfully boost sales of a new premium gin, especially when the category is crowded and duty‑free margins are thin. But the brand is betting that experiential marketing — alongside sampling at Heathrow’s The Vinery Bar — will create word‑of‑mouth and repeat purchases among frequent flyers.
Hendrick’s has long relied on quirky branding to stand out. The brand’s history includes cucumber and rose petal infusions, and its marketing often leans into Victorian eccentricity. Another Hendrick’s is described as a “mysterious twist on the original” — though the company hasn’t released full tasting notes beyond calling it “curiously complex.”
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A month‑long pop‑up before wider rollout
The Heathrow activation runs April 27 to May 31. After that, the initiative moves to other hubs. Each location will feature a version of The Lobby to Anotherland, though the exact format may vary depending on airport space and regulations. At some terminals, travelers will find it near duty‑free shops; at others, it may be positioned near lounges.
William Grant & Sons has not disclosed the total investment for the campaign. The company is known for its premium spirits portfolio, including Glenfiddich and The Balvenie, and travel retail remains a key channel for reaching high‑spending consumers. There’s always a risk that elaborate airport installations get lost in the noise of departure lounges. But for a brand that thrives on eccentricity, a black‑and‑white portal with vintage telephones and fragrance blotters might be exactly the kind of distraction that makes a traveler stop, try something new, and buy a bottle before boarding.