{"id":1906617,"date":"2026-04-23T18:00:24","date_gmt":"2026-04-23T15:00:24","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1906617"},"modified":"2026-04-23T18:00:24","modified_gmt":"2026-04-23T15:00:24","slug":"we-went-down-the-rabbit-hole-at-hendricks-anotherland","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1906617","title":{"rendered":"We Went Down the Rabbit Hole at Hendrick&#8217;s Anotherland"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-tw.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&#8221;]<\/p>\n<div class=\"col-post-body col\">\n<div class=\"row post-body\">\n<aside class=\"post-body-sidebar\">\n<div class=\"post-body-sidebar-upper\">\n<div class=\"post-body-sidebar-category d-none d-lg-block\">\n<p>    Art\n                                                                                                    <\/p><\/div>\n<div class=\"post-body-sidebar-published d-none d-lg-block\"><time>Apr 23, 2026<\/time><\/div>\n<ul class=\"post-body-sidebar-hype-comments-container list-unstyled d-none d-lg-block\">\n<li><span class=\"hype-count grey\"><br \/>\n             629<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<\/li>\n<li><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-sm-inline text\">Comments<\/span><\/span>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<\/li>\n<li><span class=\"text\">Save<\/span><\/li>\n<\/ul>\n<div class=\"post-body-sidebar-author d-none d-lg-block\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Erin Ikeuchi<\/span><\/div>\n<hr class=\"sidebar-divider d-none d-lg-block\">\n<div class=\"post-body-sidebar-share d-none d-lg-block\">\n<h6>Share this article<\/h6>\n<\/div>\n<\/div>\n<\/aside>\n<article class=\"post-body-article\">\n<div class=\"post-gallery-container portrait inner-media\" data-group-cells=\"2\">\n<div class=\"gallery-container post-gallery-contain\">\n<div class=\"hb-gallery before-booted full-screen-enabled  \" 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Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop 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Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop Now&quot;}}]\">\n<div class=\"carousel-cell portrait\" data-gallery-index=\"1\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-1.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">1 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"2\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-2.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">2 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"3\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-3.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">3 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"4\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-4.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">4 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"5\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-6.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">5 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"6\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-7.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">6 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"7\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-8.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">7 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"8\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-9.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">8 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"9\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-10.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">9 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit \">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"post-body-top-bar\" class=\"post-body-top-bar d-block d-lg-none\">\n<div class=\"row\">\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\"><span class=\"post-body-top-bar-category\"><\/p>\n<p>    Art<br \/>\n                                                    <\/span><span class=\"post-body-top-bar-published\"><time>Apr 23, 2026<\/time><\/span><\/div>\n<\/div>\n<div class=\"post-body-top-bar-hype-comments-container \"><span class=\"hype-count grey\"><br \/>\n             629<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<p><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<p><span class=\"text\">Save<\/span><\/div>\n<\/div>\n<\/div>\n<div class=\"post-body-content\">\n<p>For those who prefer cocktails hitting the sweet spot between both highly crafted and curious, Hendrick\u2019s delivers every time. The Scottish gin brings out life\u2019s peculiar pleasures, and its recent immersive theater experience in New York was nothing short of surreal.<\/p>\n<p>Named <em>Anotherland,<\/em> the two-night performance turned an unassuming West Village townhouse into a dreamy playground of performances, scenic installations and, of course, craft drinks. The production celebrated Another Hendrick\u2019s, the brand\u2019s first permanent new expression in nearly a decade, bringing an immersive depth to the botanical spirit, far beyond just flavor.<\/p>\n<p>Guests began in a soaring, glass-topped atrium lined with hidden doors and passageways. From there, performers guide and pull visitors through distinct sensory vignettes, all while sampling cocktails inspired by the gin\u2019s profile.\n<\/p>\n<p>Take the \u201cGreenhouse of Runaway Dreams,\u201d for example. Inspired by orange blossoms, often associated with euphoria and bliss, the sunny dwelling brims with mossy beds and orange trees as a dream weaver bathes the space with lullabies. Another room, the \u201cParlor of Sensory Delights,\u201d taps into the decadence of the cacao bean, making for a sumptuous spot of respite fit for royalty.\n<\/p>\n<p>\u201cThe idea we\u2019re allowed to just play with a sense of abandon is not just delightful and rewarding, but also really a spiritual imperative,\u201d Creative Director Dr. Ilana Gilovich, explained. \u201cGiving people the chance to be free and wander, be silly and irreverent, is so endemic to the Hendrick\u2019s brand and the medium of immersive theater.\u201d\n<\/p>\n<div class=\"shortcode-slider before-booted full-screen-enabled light\" data-width=\"100%\" data-animate=\"slide\" data-slideshow data-loop data-slideshowspeed=\"7000\" data-group-cells=\"1\">\n<div class=\"flickity-carousel\">\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"1\"><span class=\"gallery-image-index\"><span class=\"image-index\">1 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n<source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-11.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"2\"><span class=\"gallery-image-index\"><span class=\"image-index\">2 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-12.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"3\"><span class=\"gallery-image-index\"><span class=\"image-index\">3 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-13.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"4\"><span class=\"gallery-image-index\"><span class=\"image-index\">4 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-14.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"5\"><span class=\"gallery-image-index\"><span class=\"image-index\">5 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-15.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"6\"><span class=\"gallery-image-index\"><span class=\"image-index\">6 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-16.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"7\"><span class=\"gallery-image-index\"><span class=\"image-index\">7 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-17.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"8\"><span class=\"gallery-image-index\"><span class=\"image-index\">8 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-18.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><q>\u201cThe idea we\u2019re allowed to just play with a sense of abandon is not just delightful and rewarding, but also really a spiritual imperative.\u201d<\/q><\/p>\n<p>To bring the production to life, the brand enlisted Gradient Experience and lent its curatorial reigns to Dr. Gilovich, who previously served as the Chief Storyteller and a performer in <em>Sleep No More<\/em>, Punchdrunk\u2019s multisensory spin on the Shakespeare classic, <em>Macbeth.<\/em><\/p>\n<p>\u201cImmersive is a term that gets bandied about so much, but to me, in the work that I do, it means site-sympathetic or site-responsive,\u201d she continued. A dark marble bath on the second floor makes for a perfect shrine for the mythopoetic rose, complete with a cascading shower of crystals to honor the bloom\u2019s symbolic mystery and beauty. A hut wrapped in overgrown vines bursts beyond the roof, where actress Tori Sparks awaited with readings for each visitor. No two adventures are alike. Much more than your average tasting, <em>Anotherland<\/em> unfolded like a personalized treasure hunt.\n<\/p>\n<p>For those who missed the New York run, the concept takes part in a nationwide rollout, with similar set for Los Angeles, Chicago and Miami, next month, alongside a series of campaign films created by Ace of Hearts and artist David Szauder.\n<\/p>\n<p>\u201c[<em>Anotherland<\/em>&#8216;s] reminder that we are physical creatures with our own agency and a way to sort of unleash our inner children in a world that can feel a bit puritanical, a little big rigid,\u201d Dr. Gilovich continued.\n<\/p>\n<p>\u201cThere are these key tools that are enduring across immersive production for a reason. Invitation to play, be embodied and explore. To not feel passively locked into the proscenium, but be empowered to roam around and follow your instincts.\u201d\n<\/p>\n<p>Check out the galleries above to see what went down last weekend, and head to Hendrick\u2019s Gin for more on its latest release.<\/p>\n<div class=\"show-article\">\n<p>                                                            Read Full Article<\/p><\/div>\n<\/div>\n<footer>\n<div class=\"related-stories-main-wrapper\">\n<h3>Related Stories<\/h3>\n<div class=\"stories-container\" data-layer-list-name=\"related_stories\" data-layer-list-offset=\"0\" data-layer-list-child-selector=\".story-item\">\n<div class=\"story-item\" data-layer-item-id=\"6710888\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>Thom Yorke and Stanley Donwood Are Bringing Their &#8220;No Go Elevator&#8221; Exhibit to Venice\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6711168\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>New Balance Prepares the 2000 ABZORB Silhouette in &#8220;White\/Pink Heat&#8221;\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6711400\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>JJJJound&#8217;s New Balance 1890 Is a Tuxedo In a Sneaker\n                                                                        <\/div>\n<\/div>\n<\/div>\n<div class=\"city-related-posts-wrapper\" id=\"post-body-city-related-post\">\n<h3>\n        Find out more for New York<br \/>\n    <\/h3>\n<div class=\"swiper-container\">\n<div class=\"swiper-wrapper\">\n<div class=\"swiper-slide\">\n<div id=\"city-related-post-1\">\n<div id=\"post-6710343\" class=\"post-box-container city-box \" data-permalink=\"https:\/\/hypebeast.com\/2026\/4\/marcel-duchamp-gagosian-upper-east-side-exhibition\" data-title=\"Gagosian Runs Back Duchamp\u2019s Greatest \u201cReadymades\u201d\" data-post-box data-layer-item-id=\"6710343\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\">\n<div class=\"post-box-image-container fixed-ratio-3-2\"><source media=\"(max-width: 768px)\" data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F24%2Fmarcel-duchamp-gagosian-upper-east-side-exhibition-0.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=375&amp;h=250 1x, https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F24%2Fmarcel-duchamp-gagosian-upper-east-side-exhibition-0.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=500&amp;h=333 2x\" \/><\/div>\n<div class=\"post-box-content-container\">\n<div class=\"post-box-content-title\">\n<h2><span>Gagosian Runs Back Duchamp\u2019s Greatest \u201cReadymades\u201d<\/span><\/h2>\n<\/div>\n<div class=\"post-box-content-excerpt\">\n                                Christening its new Upper East Side gallery.\n                        <\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide\">\n<div id=\"city-related-post-2\">\n<div id=\"post-6706729\" class=\"post-box-container city-box \" data-permalink=\"https:\/\/hypebeast.com\/2026\/4\/martin-wong-the-high-priest-of-lowbrow-lives-on-at-ppow-and-wrightwood-659\" data-title=\"Martin Wong, the High Priest of Lowbrow, Lives On at P\u00b7P\u00b7O\u00b7W and Wrightwood 659\" data-post-box data-layer-item-id=\"6706729\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\">\n<div class=\"post-box-image-container fixed-ratio-3-2\"><source media=\"(max-width: 768px)\" data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F17%2Fmartin-wong-ppow-wrightwood-659-exhibitions-0.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=375&amp;h=250 1x, https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F17%2Fmartin-wong-ppow-wrightwood-659-exhibitions-0.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=500&amp;h=333 2x\" \/><\/div>\n<div class=\"post-box-content-container\">\n<div class=\"post-box-content-title\">\n<h2><span>Martin Wong, the High Priest of Lowbrow, Lives On at P\u00b7P\u00b7O\u00b7W and Wrightwood 659<\/span><\/h2>\n<\/div>\n<div class=\"post-box-content-excerpt\">\n                                \u2018Chinatown USA\u2019 and \u2018Popeye\u2019 open this weekend in Chicago and New York.\n                        <\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>    Looking for more suggestions for New York?<\/p><\/div>\n<div class=\"article-email-signup-wrapper impression-tracker\">\n<h3>We got you covered. Don\u2019t miss out on the latest news by signing up for our newsletters.<\/h3>\n<div class=\"terms\">By subscribing, you agree to our Terms of Use and Privacy Policy.<\/div>\n<\/div>\n<div class=\"post-body-author d-block d-lg-none\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Erin Ikeuchi<\/span><\/div>\n<div class=\"post-body-share d-block d-lg-none\">\n<hr class=\"sidebar-divider\">\n<h6>Share this article<\/h6>\n<\/div>\n<div class=\"post-body-content-tags\">\n<div class=\"body collapsed\">\n<p>    New YorktheaterHendrick&#8217;s GinIlana Gilovich\n                                                            <\/p><\/div>\n<\/div>\n<\/footer>\n<\/article>\n<\/div>\n<div id=\"post-footer\" class=\"post-footer row\">\n<div class=\"col-shopping-break\">\n<hr>\n<\/div>\n<div class=\"col-comments\">\n<div id=\"comments\" class=\"post-comments none \">\n<header>\n<div class=\"heading\"><span class=\"comment-count\">0<\/span><span>Comments<\/span><\/div>\n<div class=\"comment-dropdown-tooltip\">\n<ul>\n<li>\n<li><\/ul>\n<\/div>\n<\/header>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"row post-body\">\n<aside class=\"post-body-sidebar\">\n<div class=\"post-body-sidebar-upper\">\n<div class=\"post-body-sidebar-category d-none d-lg-block\">\n<p>    Art\n                                                                                                    <\/p><\/div>\n<div class=\"post-body-sidebar-published d-none d-lg-block\"><time>Apr 23, 2026<\/time><\/div>\n<ul class=\"post-body-sidebar-hype-comments-container list-unstyled d-none d-lg-block\">\n<li><span class=\"hype-count grey\"><br \/>\n             629<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<\/li>\n<li><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-sm-inline text\">Comments<\/span><\/span>\n<div 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Now&quot;}},{&quot;image&quot;:{&quot;description&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;image_caption&quot;:null,&quot;small&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-7.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;medium&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-7.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;large&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-7.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;xlarge&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-7.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;full&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-7.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;},&quot;src&quot;:&quot;https:\/\/hypebeast.com\/image\/2026\/04\/23\/hendricks-anotherland-gin-new-york-immersive-theater-7.jpg&quot;,&quot;alt&quot;:&quot;Hendrick's Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop Now&quot;}},{&quot;image&quot;:{&quot;description&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;image_caption&quot;:null,&quot;small&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-8.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;medium&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-8.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;large&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-8.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;xlarge&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-8.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;full&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-8.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;},&quot;src&quot;:&quot;https:\/\/hypebeast.com\/image\/2026\/04\/23\/hendricks-anotherland-gin-new-york-immersive-theater-8.jpg&quot;,&quot;alt&quot;:&quot;Hendrick's Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop Now&quot;}},{&quot;image&quot;:{&quot;description&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;image_caption&quot;:null,&quot;small&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-9.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;medium&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-9.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;large&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-9.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;xlarge&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-9.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;full&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-9.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;},&quot;src&quot;:&quot;https:\/\/hypebeast.com\/image\/2026\/04\/23\/hendricks-anotherland-gin-new-york-immersive-theater-9.jpg&quot;,&quot;alt&quot;:&quot;Hendrick's Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop Now&quot;}},{&quot;image&quot;:{&quot;description&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;image_caption&quot;:null,&quot;small&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-10.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;medium&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-10.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;large&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-10.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;xlarge&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-10.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;full&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-10.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;},&quot;src&quot;:&quot;https:\/\/hypebeast.com\/image\/2026\/04\/23\/hendricks-anotherland-gin-new-york-immersive-theater-10.jpg&quot;,&quot;alt&quot;:&quot;Hendrick's Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop Now&quot;}}]\">\n<div class=\"carousel-cell portrait\" data-gallery-index=\"1\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-1.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">1 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"2\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-2.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">2 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"3\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-3.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">3 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"4\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-4.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">4 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"5\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-6.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">5 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"6\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-7.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">6 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"7\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-8.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">7 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"8\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-9.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">8 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"9\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-10.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">9 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit \">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"post-body-top-bar\" class=\"post-body-top-bar d-block d-lg-none\">\n<div class=\"row\">\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\"><span class=\"post-body-top-bar-category\"><\/p>\n<p>    Art<br \/>\n                                                    <\/span><span class=\"post-body-top-bar-published\"><time>Apr 23, 2026<\/time><\/span><\/div>\n<\/div>\n<div class=\"post-body-top-bar-hype-comments-container \"><span class=\"hype-count grey\"><br \/>\n             629<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<p><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<p><span class=\"text\">Save<\/span><\/div>\n<\/div>\n<\/div>\n<div class=\"post-body-content\">\n<p>For those who prefer cocktails hitting the sweet spot between both highly crafted and curious, Hendrick\u2019s delivers every time. The Scottish gin brings out life\u2019s peculiar pleasures, and its recent immersive theater experience in New York was nothing short of surreal.<\/p>\n<p>Named <em>Anotherland,<\/em> the two-night performance turned an unassuming West Village townhouse into a dreamy playground of performances, scenic installations and, of course, craft drinks. The production celebrated Another Hendrick\u2019s, the brand\u2019s first permanent new expression in nearly a decade, bringing an immersive depth to the botanical spirit, far beyond just flavor.<\/p>\n<p>Guests began in a soaring, glass-topped atrium lined with hidden doors and passageways. From there, performers guide and pull visitors through distinct sensory vignettes, all while sampling cocktails inspired by the gin\u2019s profile.\n<\/p>\n<p>Take the \u201cGreenhouse of Runaway Dreams,\u201d for example. Inspired by orange blossoms, often associated with euphoria and bliss, the sunny dwelling brims with mossy beds and orange trees as a dream weaver bathes the space with lullabies. Another room, the \u201cParlor of Sensory Delights,\u201d taps into the decadence of the cacao bean, making for a sumptuous spot of respite fit for royalty.\n<\/p>\n<p>\u201cThe idea we\u2019re allowed to just play with a sense of abandon is not just delightful and rewarding, but also really a spiritual imperative,\u201d Creative Director Dr. Ilana Gilovich, explained. \u201cGiving people the chance to be free and wander, be silly and irreverent, is so endemic to the Hendrick\u2019s brand and the medium of immersive theater.\u201d\n<\/p>\n<div class=\"shortcode-slider before-booted full-screen-enabled light\" data-width=\"100%\" data-animate=\"slide\" data-slideshow data-loop data-slideshowspeed=\"7000\" data-group-cells=\"1\">\n<div class=\"flickity-carousel\">\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"1\"><span class=\"gallery-image-index\"><span class=\"image-index\">1 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n<source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-11.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"2\"><span class=\"gallery-image-index\"><span class=\"image-index\">2 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-12.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"3\"><span class=\"gallery-image-index\"><span class=\"image-index\">3 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-13.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"4\"><span class=\"gallery-image-index\"><span class=\"image-index\">4 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-14.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"5\"><span class=\"gallery-image-index\"><span class=\"image-index\">5 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-15.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"6\"><span class=\"gallery-image-index\"><span class=\"image-index\">6 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-16.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"7\"><span class=\"gallery-image-index\"><span class=\"image-index\">7 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-17.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"8\"><span class=\"gallery-image-index\"><span class=\"image-index\">8 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-18.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><q>\u201cThe idea we\u2019re allowed to just play with a sense of abandon is not just delightful and rewarding, but also really a spiritual imperative.\u201d<\/q><\/p>\n<p>To bring the production to life, the brand enlisted Gradient Experience and lent its curatorial reigns to Dr. Gilovich, who previously served as the Chief Storyteller and a performer in <em>Sleep No More<\/em>, Punchdrunk\u2019s multisensory spin on the Shakespeare classic, <em>Macbeth.<\/em><\/p>\n<p>\u201cImmersive is a term that gets bandied about so much, but to me, in the work that I do, it means site-sympathetic or site-responsive,\u201d she continued. A dark marble bath on the second floor makes for a perfect shrine for the mythopoetic rose, complete with a cascading shower of crystals to honor the bloom\u2019s symbolic mystery and beauty. A hut wrapped in overgrown vines bursts beyond the roof, where actress Tori Sparks awaited with readings for each visitor. No two adventures are alike. Much more than your average tasting, <em>Anotherland<\/em> unfolded like a personalized treasure hunt.\n<\/p>\n<p>For those who missed the New York run, the concept takes part in a nationwide rollout, with similar set for Los Angeles, Chicago and Miami, next month, alongside a series of campaign films created by Ace of Hearts and artist David Szauder.\n<\/p>\n<p>\u201c[<em>Anotherland<\/em>&#8216;s] reminder that we are physical creatures with our own agency and a way to sort of unleash our inner children in a world that can feel a bit puritanical, a little big rigid,\u201d Dr. Gilovich continued.\n<\/p>\n<p>\u201cThere are these key tools that are enduring across immersive production for a reason. Invitation to play, be embodied and explore. To not feel passively locked into the proscenium, but be empowered to roam around and follow your instincts.\u201d\n<\/p>\n<p>Check out the galleries above to see what went down last weekend, and head to Hendrick\u2019s Gin for more on its latest release.<\/p>\n<div class=\"show-article\">\n<p>                                                            Read Full Article<\/p><\/div>\n<\/div>\n<footer>\n<div class=\"related-stories-main-wrapper\">\n<h3>Related Stories<\/h3>\n<div class=\"stories-container\" data-layer-list-name=\"related_stories\" data-layer-list-offset=\"0\" data-layer-list-child-selector=\".story-item\">\n<div class=\"story-item\" data-layer-item-id=\"6710888\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>Thom Yorke and Stanley Donwood Are Bringing Their &#8220;No Go Elevator&#8221; Exhibit to Venice\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6711168\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>New Balance Prepares the 2000 ABZORB Silhouette in &#8220;White\/Pink Heat&#8221;\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6711400\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>JJJJound&#8217;s New Balance 1890 Is a Tuxedo In a Sneaker\n                                                                        <\/div>\n<\/div>\n<\/div>\n<div class=\"city-related-posts-wrapper\" id=\"post-body-city-related-post\">\n<h3>\n        Find out more for New York<br \/>\n    <\/h3>\n<div class=\"swiper-container\">\n<div class=\"swiper-wrapper\">\n<div class=\"swiper-slide\">\n<div id=\"city-related-post-1\">\n<div id=\"post-6710343\" class=\"post-box-container city-box \" data-permalink=\"https:\/\/hypebeast.com\/2026\/4\/marcel-duchamp-gagosian-upper-east-side-exhibition\" data-title=\"Gagosian Runs Back Duchamp\u2019s Greatest \u201cReadymades\u201d\" data-post-box data-layer-item-id=\"6710343\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\">\n<div class=\"post-box-image-container fixed-ratio-3-2\"><source media=\"(max-width: 768px)\" data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F24%2Fmarcel-duchamp-gagosian-upper-east-side-exhibition-0.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=375&amp;h=250 1x, https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F24%2Fmarcel-duchamp-gagosian-upper-east-side-exhibition-0.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=500&amp;h=333 2x\" \/><\/div>\n<div class=\"post-box-content-container\">\n<div class=\"post-box-content-title\">\n<h2><span>Gagosian Runs Back Duchamp\u2019s Greatest \u201cReadymades\u201d<\/span><\/h2>\n<\/div>\n<div class=\"post-box-content-excerpt\">\n                                Christening its new Upper East Side gallery.\n                        <\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide\">\n<div id=\"city-related-post-2\">\n<div id=\"post-6706729\" class=\"post-box-container city-box \" data-permalink=\"https:\/\/hypebeast.com\/2026\/4\/martin-wong-the-high-priest-of-lowbrow-lives-on-at-ppow-and-wrightwood-659\" data-title=\"Martin Wong, the High Priest of Lowbrow, Lives On at P\u00b7P\u00b7O\u00b7W and Wrightwood 659\" data-post-box data-layer-item-id=\"6706729\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\">\n<div class=\"post-box-image-container fixed-ratio-3-2\"><source media=\"(max-width: 768px)\" data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F17%2Fmartin-wong-ppow-wrightwood-659-exhibitions-0.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=375&amp;h=250 1x, https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F17%2Fmartin-wong-ppow-wrightwood-659-exhibitions-0.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=500&amp;h=333 2x\" \/><\/div>\n<div class=\"post-box-content-container\">\n<div class=\"post-box-content-title\">\n<h2><span>Martin Wong, the High Priest of Lowbrow, Lives On at P\u00b7P\u00b7O\u00b7W and Wrightwood 659<\/span><\/h2>\n<\/div>\n<div class=\"post-box-content-excerpt\">\n                                \u2018Chinatown USA\u2019 and \u2018Popeye\u2019 open this weekend in Chicago and New York.\n                        <\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>    Looking for more suggestions for New York?<\/p><\/div>\n<div class=\"article-email-signup-wrapper impression-tracker\">\n<h3>We got you covered. Don\u2019t miss out on the latest news by signing up for our newsletters.<\/h3>\n<div class=\"terms\">By subscribing, you agree to our Terms of Use and Privacy Policy.<\/div>\n<\/div>\n<div class=\"post-body-author d-block d-lg-none\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Erin Ikeuchi<\/span><\/div>\n<div class=\"post-body-share d-block d-lg-none\">\n<hr class=\"sidebar-divider\">\n<h6>Share this article<\/h6>\n<\/div>\n<div class=\"post-body-content-tags\">\n<div class=\"body collapsed\">\n<p>    New YorktheaterHendrick&#8217;s GinIlana Gilovich\n                                                            <\/p><\/div>\n<\/div>\n<\/footer>\n<\/article>\n<\/div>\n<div class=\"post-body-sidebar-upper\">\n<div class=\"post-body-sidebar-category d-none d-lg-block\">\n<p>    Art\n                                                                                                    <\/p><\/div>\n<div class=\"post-body-sidebar-published d-none d-lg-block\"><time>Apr 23, 2026<\/time><\/div>\n<ul class=\"post-body-sidebar-hype-comments-container list-unstyled d-none d-lg-block\">\n<li><span class=\"hype-count grey\"><br \/>\n             629<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<\/li>\n<li><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-sm-inline text\">Comments<\/span><\/span>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<\/li>\n<li><span class=\"text\">Save<\/span><\/li>\n<\/ul>\n<div class=\"post-body-sidebar-author d-none d-lg-block\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Erin Ikeuchi<\/span><\/div>\n<hr class=\"sidebar-divider d-none d-lg-block\">\n<div class=\"post-body-sidebar-share d-none d-lg-block\">\n<h6>Share this article<\/h6>\n<\/div>\n<\/div>\n<div class=\"post-body-sidebar-category d-none d-lg-block\">\n<p>    Art\n                                                                                                    <\/p><\/div>\n<div class=\"post-body-sidebar-published d-none d-lg-block\"><time>Apr 23, 2026<\/time><\/div>\n<div class=\"post-body-sidebar-author d-none d-lg-block\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Erin Ikeuchi<\/span><\/div>\n<div class=\"post-body-sidebar-share d-none d-lg-block\">\n<h6>Share this article<\/h6>\n<\/div>\n<article class=\"post-body-article\">\n<div class=\"post-gallery-container portrait inner-media\" data-group-cells=\"2\">\n<div class=\"gallery-container post-gallery-contain\">\n<div class=\"hb-gallery before-booted full-screen-enabled  \" data-images=\"[{&quot;image&quot;:{&quot;description&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;image_caption&quot;:null,&quot;small&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-1.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;medium&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-1.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;large&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-1.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;xlarge&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-1.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;full&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-1.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;},&quot;src&quot;:&quot;https:\/\/hypebeast.com\/image\/2026\/04\/23\/hendricks-anotherland-gin-new-york-immersive-theater-1.jpg&quot;,&quot;alt&quot;:&quot;Hendrick's Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop Now&quot;}},{&quot;image&quot;:{&quot;description&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;image_caption&quot;:null,&quot;small&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-2.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;medium&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-2.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;large&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-2.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;xlarge&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-2.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;full&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-2.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;},&quot;src&quot;:&quot;https:\/\/hypebeast.com\/image\/2026\/04\/23\/hendricks-anotherland-gin-new-york-immersive-theater-2.jpg&quot;,&quot;alt&quot;:&quot;Hendrick's Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop Now&quot;}},{&quot;image&quot;:{&quot;description&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;image_caption&quot;:null,&quot;small&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-3.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;medium&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-3.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;large&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-3.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;xlarge&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-3.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;full&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-3.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;},&quot;src&quot;:&quot;https:\/\/hypebeast.com\/image\/2026\/04\/23\/hendricks-anotherland-gin-new-york-immersive-theater-3.jpg&quot;,&quot;alt&quot;:&quot;Hendrick's Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop Now&quot;}},{&quot;image&quot;:{&quot;description&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;image_caption&quot;:null,&quot;small&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-4.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;medium&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-4.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;large&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-4.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;xlarge&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-4.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;full&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-4.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;},&quot;src&quot;:&quot;https:\/\/hypebeast.com\/image\/2026\/04\/23\/hendricks-anotherland-gin-new-york-immersive-theater-4.jpg&quot;,&quot;alt&quot;:&quot;Hendrick's Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop 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Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop Now&quot;}},{&quot;image&quot;:{&quot;description&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;image_caption&quot;:null,&quot;small&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-7.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;medium&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-7.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;large&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-7.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;xlarge&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-7.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;full&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-7.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;},&quot;src&quot;:&quot;https:\/\/hypebeast.com\/image\/2026\/04\/23\/hendricks-anotherland-gin-new-york-immersive-theater-7.jpg&quot;,&quot;alt&quot;:&quot;Hendrick's Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop Now&quot;}},{&quot;image&quot;:{&quot;description&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;image_caption&quot;:null,&quot;small&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-8.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;medium&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-8.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;large&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-8.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;xlarge&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-8.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;full&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-8.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;},&quot;src&quot;:&quot;https:\/\/hypebeast.com\/image\/2026\/04\/23\/hendricks-anotherland-gin-new-york-immersive-theater-8.jpg&quot;,&quot;alt&quot;:&quot;Hendrick's Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop Now&quot;}},{&quot;image&quot;:{&quot;description&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;image_caption&quot;:null,&quot;small&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-9.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;medium&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-9.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;large&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-9.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;xlarge&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-9.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;full&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-9.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;},&quot;src&quot;:&quot;https:\/\/hypebeast.com\/image\/2026\/04\/23\/hendricks-anotherland-gin-new-york-immersive-theater-9.jpg&quot;,&quot;alt&quot;:&quot;Hendrick's Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop Now&quot;}},{&quot;image&quot;:{&quot;description&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;image_caption&quot;:null,&quot;small&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-10.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;medium&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-10.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;large&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-10.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;xlarge&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-10.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;,&quot;full&quot;:&quot;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-10.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max&quot;},&quot;src&quot;:&quot;https:\/\/hypebeast.com\/image\/2026\/04\/23\/hendricks-anotherland-gin-new-york-immersive-theater-10.jpg&quot;,&quot;alt&quot;:&quot;Hendrick's Gin Anotherland Dr. Ilano Gilovich Interview Art Artworks&quot;,&quot;width&quot;:1600,&quot;height&quot;:2500,&quot;credit&quot;:&quot;Hendrick's Gin&quot;,&quot;caption&quot;:&quot;&quot;,&quot;creditKey&quot;:&quot;general&quot;,&quot;description&quot;:&quot;&quot;,&quot;annotations&quot;:null,&quot;shop&quot;:{&quot;url&quot;:null,&quot;label&quot;:&quot;Shop Now&quot;}}]\">\n<div class=\"carousel-cell portrait\" data-gallery-index=\"1\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-1.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">1 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"2\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-2.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">2 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"3\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-3.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">3 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"4\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                          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data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-6.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">5 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"6\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-7.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">6 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"7\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-8.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">7 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"8\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-9.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">8 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell portrait\" data-gallery-index=\"9\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-2-3\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-10.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">9 of 9<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit \">Hendrick&#8217;s Gin<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"post-body-top-bar\" class=\"post-body-top-bar d-block d-lg-none\">\n<div class=\"row\">\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\"><span class=\"post-body-top-bar-category\"><\/p>\n<p>    Art<br \/>\n                                                    <\/span><span class=\"post-body-top-bar-published\"><time>Apr 23, 2026<\/time><\/span><\/div>\n<\/div>\n<div class=\"post-body-top-bar-hype-comments-container \"><span class=\"hype-count grey\"><br \/>\n             629<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<p><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<p><span class=\"text\">Save<\/span><\/div>\n<\/div>\n<\/div>\n<div class=\"post-body-content\">\n<p>For those who prefer cocktails hitting the sweet spot between both highly crafted and curious, Hendrick\u2019s delivers every time. The Scottish gin brings out life\u2019s peculiar pleasures, and its recent immersive theater experience in New York was nothing short of surreal.<\/p>\n<p>Named <em>Anotherland,<\/em> the two-night performance turned an unassuming West Village townhouse into a dreamy playground of performances, scenic installations and, of course, craft drinks. The production celebrated Another Hendrick\u2019s, the brand\u2019s first permanent new expression in nearly a decade, bringing an immersive depth to the botanical spirit, far beyond just flavor.<\/p>\n<p>Guests began in a soaring, glass-topped atrium lined with hidden doors and passageways. From there, performers guide and pull visitors through distinct sensory vignettes, all while sampling cocktails inspired by the gin\u2019s profile.\n<\/p>\n<p>Take the \u201cGreenhouse of Runaway Dreams,\u201d for example. Inspired by orange blossoms, often associated with euphoria and bliss, the sunny dwelling brims with mossy beds and orange trees as a dream weaver bathes the space with lullabies. Another room, the \u201cParlor of Sensory Delights,\u201d taps into the decadence of the cacao bean, making for a sumptuous spot of respite fit for royalty.\n<\/p>\n<p>\u201cThe idea we\u2019re allowed to just play with a sense of abandon is not just delightful and rewarding, but also really a spiritual imperative,\u201d Creative Director Dr. Ilana Gilovich, explained. \u201cGiving people the chance to be free and wander, be silly and irreverent, is so endemic to the Hendrick\u2019s brand and the medium of immersive theater.\u201d\n<\/p>\n<div class=\"shortcode-slider before-booted full-screen-enabled light\" data-width=\"100%\" data-animate=\"slide\" data-slideshow data-loop data-slideshowspeed=\"7000\" data-group-cells=\"1\">\n<div class=\"flickity-carousel\">\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"1\"><span class=\"gallery-image-index\"><span class=\"image-index\">1 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n<source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-11.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"2\"><span class=\"gallery-image-index\"><span class=\"image-index\">2 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-12.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"3\"><span class=\"gallery-image-index\"><span class=\"image-index\">3 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-13.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"4\"><span class=\"gallery-image-index\"><span class=\"image-index\">4 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-14.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"5\"><span class=\"gallery-image-index\"><span class=\"image-index\">5 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-15.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"6\"><span class=\"gallery-image-index\"><span class=\"image-index\">6 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-16.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"7\"><span class=\"gallery-image-index\"><span class=\"image-index\">7 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-17.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"8\"><span class=\"gallery-image-index\"><span class=\"image-index\">8 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-18.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><q>\u201cThe idea we\u2019re allowed to just play with a sense of abandon is not just delightful and rewarding, but also really a spiritual imperative.\u201d<\/q><\/p>\n<p>To bring the production to life, the brand enlisted Gradient Experience and lent its curatorial reigns to Dr. Gilovich, who previously served as the Chief Storyteller and a performer in <em>Sleep No More<\/em>, Punchdrunk\u2019s multisensory spin on the Shakespeare classic, <em>Macbeth.<\/em><\/p>\n<p>\u201cImmersive is a term that gets bandied about so much, but to me, in the work that I do, it means site-sympathetic or site-responsive,\u201d she continued. A dark marble bath on the second floor makes for a perfect shrine for the mythopoetic rose, complete with a cascading shower of crystals to honor the bloom\u2019s symbolic mystery and beauty. A hut wrapped in overgrown vines bursts beyond the roof, where actress Tori Sparks awaited with readings for each visitor. No two adventures are alike. Much more than your average tasting, <em>Anotherland<\/em> unfolded like a personalized treasure hunt.\n<\/p>\n<p>For those who missed the New York run, the concept takes part in a nationwide rollout, with similar set for Los Angeles, Chicago and Miami, next month, alongside a series of campaign films created by Ace of Hearts and artist David Szauder.\n<\/p>\n<p>\u201c[<em>Anotherland<\/em>&#8216;s] reminder that we are physical creatures with our own agency and a way to sort of unleash our inner children in a world that can feel a bit puritanical, a little big rigid,\u201d Dr. Gilovich continued.\n<\/p>\n<p>\u201cThere are these key tools that are enduring across immersive production for a reason. Invitation to play, be embodied and explore. To not feel passively locked into the proscenium, but be empowered to roam around and follow your instincts.\u201d\n<\/p>\n<p>Check out the galleries above to see what went down last weekend, and head to Hendrick\u2019s Gin for more on its latest release.<\/p>\n<div class=\"show-article\">\n<p>                                                            Read Full Article<\/p><\/div>\n<\/div>\n<footer>\n<div class=\"related-stories-main-wrapper\">\n<h3>Related Stories<\/h3>\n<div class=\"stories-container\" data-layer-list-name=\"related_stories\" data-layer-list-offset=\"0\" data-layer-list-child-selector=\".story-item\">\n<div class=\"story-item\" data-layer-item-id=\"6710888\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>Thom Yorke and Stanley Donwood Are Bringing Their &#8220;No Go Elevator&#8221; Exhibit to Venice\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6711168\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>New Balance Prepares the 2000 ABZORB Silhouette in &#8220;White\/Pink Heat&#8221;\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6711400\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>JJJJound&#8217;s New Balance 1890 Is a Tuxedo In a Sneaker\n                                                                        <\/div>\n<\/div>\n<\/div>\n<div class=\"city-related-posts-wrapper\" id=\"post-body-city-related-post\">\n<h3>\n        Find out more for New York<br \/>\n    <\/h3>\n<div class=\"swiper-container\">\n<div class=\"swiper-wrapper\">\n<div class=\"swiper-slide\">\n<div id=\"city-related-post-1\">\n<div id=\"post-6710343\" class=\"post-box-container city-box \" data-permalink=\"https:\/\/hypebeast.com\/2026\/4\/marcel-duchamp-gagosian-upper-east-side-exhibition\" data-title=\"Gagosian Runs Back Duchamp\u2019s Greatest \u201cReadymades\u201d\" data-post-box data-layer-item-id=\"6710343\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\">\n<div class=\"post-box-image-container fixed-ratio-3-2\"><source media=\"(max-width: 768px)\" data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F24%2Fmarcel-duchamp-gagosian-upper-east-side-exhibition-0.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=375&amp;h=250 1x, https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F24%2Fmarcel-duchamp-gagosian-upper-east-side-exhibition-0.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=500&amp;h=333 2x\" \/><\/div>\n<div class=\"post-box-content-container\">\n<div class=\"post-box-content-title\">\n<h2><span>Gagosian Runs Back Duchamp\u2019s Greatest \u201cReadymades\u201d<\/span><\/h2>\n<\/div>\n<div class=\"post-box-content-excerpt\">\n                                Christening its new Upper East Side gallery.\n                        <\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide\">\n<div id=\"city-related-post-2\">\n<div id=\"post-6706729\" class=\"post-box-container city-box \" data-permalink=\"https:\/\/hypebeast.com\/2026\/4\/martin-wong-the-high-priest-of-lowbrow-lives-on-at-ppow-and-wrightwood-659\" data-title=\"Martin Wong, the High Priest of Lowbrow, Lives On at P\u00b7P\u00b7O\u00b7W and Wrightwood 659\" data-post-box data-layer-item-id=\"6706729\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\">\n<div class=\"post-box-image-container fixed-ratio-3-2\"><source media=\"(max-width: 768px)\" data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F17%2Fmartin-wong-ppow-wrightwood-659-exhibitions-0.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=375&amp;h=250 1x, https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F17%2Fmartin-wong-ppow-wrightwood-659-exhibitions-0.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=500&amp;h=333 2x\" \/><\/div>\n<div class=\"post-box-content-container\">\n<div class=\"post-box-content-title\">\n<h2><span>Martin Wong, the High Priest of Lowbrow, Lives On at P\u00b7P\u00b7O\u00b7W and Wrightwood 659<\/span><\/h2>\n<\/div>\n<div class=\"post-box-content-excerpt\">\n                                \u2018Chinatown USA\u2019 and \u2018Popeye\u2019 open this weekend in Chicago and New York.\n                        <\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>    Looking for more suggestions for New York?<\/p><\/div>\n<div class=\"article-email-signup-wrapper impression-tracker\">\n<h3>We got you covered. Don\u2019t miss out on the latest news by signing up for our newsletters.<\/h3>\n<div class=\"terms\">By subscribing, you agree to our Terms of Use and Privacy Policy.<\/div>\n<\/div>\n<div class=\"post-body-author d-block d-lg-none\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Erin Ikeuchi<\/span><\/div>\n<div class=\"post-body-share d-block d-lg-none\">\n<hr class=\"sidebar-divider\">\n<h6>Share this article<\/h6>\n<\/div>\n<div class=\"post-body-content-tags\">\n<div class=\"body collapsed\">\n<p>    New YorktheaterHendrick&#8217;s GinIlana Gilovich\n                                                            <\/p><\/div>\n<\/div>\n<\/footer>\n<\/article>\n<div id=\"post-body-top-bar\" class=\"post-body-top-bar d-block d-lg-none\">\n<div class=\"row\">\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\"><span class=\"post-body-top-bar-category\"><\/p>\n<p>    Art<br \/>\n                                                    <\/span><span class=\"post-body-top-bar-published\"><time>Apr 23, 2026<\/time><\/span><\/div>\n<\/div>\n<div class=\"post-body-top-bar-hype-comments-container \"><span class=\"hype-count grey\"><br \/>\n             629<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<p><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<p><span class=\"text\">Save<\/span><\/div>\n<\/div>\n<\/div>\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\"><span class=\"post-body-top-bar-category\"><\/p>\n<p>    Art<br \/>\n                                                    <\/span><span class=\"post-body-top-bar-published\"><time>Apr 23, 2026<\/time><\/span><\/div>\n<\/div>\n<div class=\"post-body-top-bar-meta\"><span class=\"post-body-top-bar-category\"><\/p>\n<p>    Art<br \/>\n                                                    <\/span><span class=\"post-body-top-bar-published\"><time>Apr 23, 2026<\/time><\/span><\/div>\n<div class=\"post-body-top-bar-hype-comments-container \"><span class=\"hype-count grey\"><br \/>\n             629<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<p><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<p><span class=\"text\">Save<\/span><\/div>\n<div class=\"post-body-content\">\n<p>For those who prefer cocktails hitting the sweet spot between both highly crafted and curious, Hendrick\u2019s delivers every time. The Scottish gin brings out life\u2019s peculiar pleasures, and its recent immersive theater experience in New York was nothing short of surreal.<\/p>\n<p>Named <em>Anotherland,<\/em> the two-night performance turned an unassuming West Village townhouse into a dreamy playground of performances, scenic installations and, of course, craft drinks. The production celebrated Another Hendrick\u2019s, the brand\u2019s first permanent new expression in nearly a decade, bringing an immersive depth to the botanical spirit, far beyond just flavor.<\/p>\n<p>Guests began in a soaring, glass-topped atrium lined with hidden doors and passageways. From there, performers guide and pull visitors through distinct sensory vignettes, all while sampling cocktails inspired by the gin\u2019s profile.\n<\/p>\n<p>Take the \u201cGreenhouse of Runaway Dreams,\u201d for example. Inspired by orange blossoms, often associated with euphoria and bliss, the sunny dwelling brims with mossy beds and orange trees as a dream weaver bathes the space with lullabies. Another room, the \u201cParlor of Sensory Delights,\u201d taps into the decadence of the cacao bean, making for a sumptuous spot of respite fit for royalty.\n<\/p>\n<p>\u201cThe idea we\u2019re allowed to just play with a sense of abandon is not just delightful and rewarding, but also really a spiritual imperative,\u201d Creative Director Dr. Ilana Gilovich, explained. \u201cGiving people the chance to be free and wander, be silly and irreverent, is so endemic to the Hendrick\u2019s brand and the medium of immersive theater.\u201d\n<\/p>\n<div class=\"shortcode-slider before-booted full-screen-enabled light\" data-width=\"100%\" data-animate=\"slide\" data-slideshow data-loop data-slideshowspeed=\"7000\" data-group-cells=\"1\">\n<div class=\"flickity-carousel\">\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"1\"><span class=\"gallery-image-index\"><span class=\"image-index\">1 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n<source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-11.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"2\"><span class=\"gallery-image-index\"><span class=\"image-index\">2 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-12.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"3\"><span class=\"gallery-image-index\"><span class=\"image-index\">3 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-13.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"4\"><span class=\"gallery-image-index\"><span class=\"image-index\">4 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-14.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"5\"><span class=\"gallery-image-index\"><span class=\"image-index\">5 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-15.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"6\"><span class=\"gallery-image-index\"><span class=\"image-index\">6 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-16.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"7\"><span class=\"gallery-image-index\"><span class=\"image-index\">7 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-17.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"flickity-carousel-cell\" data-gallery-index=\"8\"><span class=\"gallery-image-index\"><span class=\"image-index\">8 of 8<\/span><\/span><\/p>\n<div class=\"wp-caption alignnone\">\n                                    <source srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-18.jpg?q=90&amp;w=2180&amp;format=jpeg&amp;cbr=1&amp;fit=max\" media=\"<br \/>\n                                        (min-width: 1200px) and (-webkit-min-device-pixel-ratio: 2),<br \/>\n                                        (min-width: 1200px) and (min-resolution: 192dpi)<br \/>\n                                    \" \/><\/p>\n<p class=\"wp-caption-text credit-wrapper\"><span class=\"credit\">Hendrick\u2019s Gin<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><q>\u201cThe idea we\u2019re allowed to just play with a sense of abandon is not just delightful and rewarding, but also really a spiritual imperative.\u201d<\/q><\/p>\n<p>To bring the production to life, the brand enlisted Gradient Experience and lent its curatorial reigns to Dr. Gilovich, who previously served as the Chief Storyteller and a performer in <em>Sleep No More<\/em>, Punchdrunk\u2019s multisensory spin on the Shakespeare classic, <em>Macbeth.<\/em><\/p>\n<p>\u201cImmersive is a term that gets bandied about so much, but to me, in the work that I do, it means site-sympathetic or site-responsive,\u201d she continued. A dark marble bath on the second floor makes for a perfect shrine for the mythopoetic rose, complete with a cascading shower of crystals to honor the bloom\u2019s symbolic mystery and beauty. A hut wrapped in overgrown vines bursts beyond the roof, where actress Tori Sparks awaited with readings for each visitor. No two adventures are alike. Much more than your average tasting, <em>Anotherland<\/em> unfolded like a personalized treasure hunt.\n<\/p>\n<p>For those who missed the New York run, the concept takes part in a nationwide rollout, with similar set for Los Angeles, Chicago and Miami, next month, alongside a series of campaign films created by Ace of Hearts and artist David Szauder.\n<\/p>\n<p>\u201c[<em>Anotherland<\/em>&#8216;s] reminder that we are physical creatures with our own agency and a way to sort of unleash our inner children in a world that can feel a bit puritanical, a little big rigid,\u201d Dr. Gilovich continued.\n<\/p>\n<p>\u201cThere are these key tools that are enduring across immersive production for a reason. Invitation to play, be embodied and explore. To not feel passively locked into the proscenium, but be empowered to roam around and follow your instincts.\u201d\n<\/p>\n<p>Check out the galleries above to see what went down last weekend, and head to Hendrick\u2019s Gin for more on its latest release.<\/p>\n<div class=\"show-article\">\n<p>                                                            Read Full Article<\/p><\/div>\n<\/div>\n<div class=\"post-body-author d-block d-lg-none\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Erin Ikeuchi<\/span><\/div>\n<div class=\"post-body-share d-block d-lg-none\">\n<hr class=\"sidebar-divider\">\n<h6>Share this article<\/h6>\n<\/div>\n<div class=\"post-body-content-tags\">\n<div class=\"body collapsed\">\n<p>    New YorktheaterHendrick&#8217;s GinIlana Gilovich\n                                                            <\/p><\/div>\n<\/div>\n<p>[analyse_source url=&#8221;https:\/\/hypebeast.com\/2026\/4\/hendricks-anotherland-gin-ilana-gilovich-new-york-immersive-theater&#8221;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F23%2Fhendricks-anotherland-gin-new-york-immersive-theater-tw.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&#8221;] Art Apr 23, 2026 629 Views 0\u00a0Comments Comments Save Text By Erin Ikeuchi Share this article 1 of 9 Hendrick&#8217;s Gin 2 of 9 Hendrick&#8217;s Gin 3 of 9 Hendrick&#8217;s Gin 4 of 9 Hendrick&#8217;s Gin 5 of 9 Hendrick&#8217;s Gin 6 of 9 Hendrick&#8217;s Gin 7 of 9 Hendrick&#8217;s Gin 8 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[226,39],"class_list":["post-1906617","post","type-post","status-publish","format-standard","hentry","category-politics","tag-crawlmanager","tag-hypebeast-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1906617","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1906617"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1906617\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1906617"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1906617"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1906617"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}