WHY Hendrick’s Gin is all about experimentation. Enajenatorium (from Latin, meaning “place to go crazy”), is an event designed with one goal in mind: to make guests enter sane and exit insane. It is designed around experimentation through play with the senses, the mind, and of course, taste.

WHAT We designed Insanity Shaker to play with the sight of Hendrick’s guests, allowing them to make a gin and tonic with their eyes.

Using eye tracking technology, participants could drive the path of an animated mixologist flying a hot air balloon in a mission to catch the cocktail ingredients. Animations for the interactive experience were created using an early 20th century style.

In the end, we learned that making a gin and tonic with your eyes is such an absurd but fun challenge.