WHAT 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.

WHY  We designed Neuro Botanics to experiment with the brains of Hendrick’s guests. Or more specifically, with their brain waves. Using a brain sensor, they were able to control the bubbling of a series of lab flasks filled with botanical essences —those that give Hendrick’s its distinct flavor.

We uncovered the magic of controlling a physical liquid with your brain. More importantly, this entirely inefficient but fun process produced tons of curiosity about how the brain and its different types of waves are connected to taste and flavor.

The result was a unique cocktail specifically crafted for each of our guests’ brains —featuring Hendrick’s Gin, of course.