What are some challenges in creating brand environments?

The challenge we face as being a curator of curiosities is creating an environment that isn’t for everyone but is for everyone all at the same time. We make no excuse for the oddities, foibles and follies that we indulge in. Although a shovel player may not be for everyone, we know that people enjoy that we innovated that concept and respect that we never shy away from what we really enjoy —all while encouraging them in to partake!

Hendrick's has a terrific sense of history, but also a grand sense of fun. There is some absurdity in the aesthetic, not revisionist but a quirky view of what I might call neo-Edwardian with a steam punk lens. Would you agree?

Yes, that’s part of it! But not all of it. Hendrick’s is timeless and placeless —a little bit of everything. And, although we revel in its aesthetic, peculiarities exist in many forms, fashions  and centuries. Especially, this year… keep your eyes peeled as you will be surprised and delighted by the places we go and the people we meet as we explore this wonderfully odd world of ours!

Tell me a little about sourcing materials for the installations? How do you find props, etc? How do identify the write people to help realize the installations?

When looking to host a most unusual experience one must look for the most unusual talent to help bring to life our most peculiar little gin. As far as sourcing, we work will brilliant designers, wood workers, graffiti artists, and cultivators of the slightly bizarre to build out and actualize these grandly wonderful worlds we have imagined for ourselves. Other times, it’s me going to Obsura Oddities and Antiques to pick up a taxidermy squirrel or prosthetic leg from the turn of the century. The greatest part of it all is it never comes from one place. For a truly original experience, you must find originals to create something truly special!

The Kentucky Derby is coming up this weekend, what do you have planned as you bring Hendrick's to Louisville? 

Imbibing some Tipple Crown Punch with Kentucky Derby go-ers and joining in on the glorious celebration! In case you aren’t able to swing by to chat about horses, sideburns and gin at the races, here’s a wondrous —and sure to be popular— party guest to invite to your derby viewing.

Tipple Crown Punch
Hendrick’s Gin, Lillet Rose, fresh strawberries, fresh lemon juice, St. Germain, Peychaud’s Bitters, sparkling water.

3parts Hendrick’s Gin
2parts Lillet Rose
2parts chilled water
1part fresh lemon juice
1part strawberry puree
1part St. Germain
2dashes Peychaud’s bitters
Top with sparkling water to taste

*Garnish punch with large ice block, lemon wheels, quartered strawberries, and fresh rose petals.
*Garnish each serve with 1 fresh rose petal and mist of rose water.

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