For 2024's special edition of Hendrick’s Gin, we designed, built, and managed a branded area at Liquid Market 2024, Austria’s largest cocktail and spirits festival. Inspired by the product's theme of "Grand Cabaret", we created an elegant, maximalistic space that seamlessly combined Hendrick’s signature surrealist quirkiness with the vibrant extravagance of a cabaret atmosphere.
Design Highlights
We transformed the round outdoor area of Vienna's Metastadt into a theatrical spectacle. Visitors were greeted with a plush entrance featuring luxurious carpets and rich curtains, inviting them to step into a grand cabaret theater. Inside, fabric-draped parasols and chandeliers added both shade and opulence to the scene.
At the heart of the area stood a fountain serving chilled Hendrick’s gin cocktails, surrounded by smaller fountains filled with real fruit—an ode to Hendrick’s focus on fresh, high-quality ingredients. Victorian-style tables and chairs provided comfortable seating, while the themed centerpiece statue, dressed in French soirée attire, perfectly complemented the vibrant look of Austrian entertainer and dancer Conny Kreuter, who hosted the event. This cohesive design made for a standout photo opportunity and anchored the space.
The ambiance was further enhanced with lilac butterflies, elegant light garlands, and large mirrors, creating an inviting yet exclusive "living room" feel. Our custom made Hendrick’s XL bottle, adorned with a feathered headdress inspired by cabaret dancers, stood proudly as the focal point, solidifying the theatrical and bold vibe of the area.
Hard Facts
- Event: Liquid Market 2024, Vienna, Austria
- Visitors: 8,000 attendees over three days
- Audience: Industry professionals and cocktail enthusiasts
- Highlights: Grand cabaret-inspired design, custom fountains, and Hendrick’s unmistakable branding
With its attention to detail and immersive atmosphere, our Hendrick’s Gin area offered a truly unforgettable experience, blending cabaret flair with the essence of Hendrick’s Gin.
Photography: © Adrian Almasan (photos 1-2, 4-5, 8, 10-13)
