Hendrick’s Gin wants you to ‘rewild your curiosity’

TOP GIN brand Hendrick’s has reaffirmed its ‘unwavering support of the arts’ with a new series of installations on London’s South Bank.

The project, entitled ‘Curious Idols’, features theatrical pieces of art that immortalise three of the ‘curious thinkers’ who are shaping this century, and who were on hand for the unveiling of their dedicated pieces.

Thematically, the art is intended to tie in with the newly launched Hendrick’s Flora Adora, which is inspired by and infused with the floral bouquets that entice pollinators to visit plants and maintain the ecosystem.

“It is these wonderful creatures that explore and create new blooms which have sparked the latest research from Hendrick’s Gin, which has revealed that like our intriguing bees and butterflies, 84% of the nation consider themselves a curious being,” declared the brand.

Patricia Allison

“However, over half (54%) feel their curiosity has plateaued over the past couple of years, with their wild natures becoming stifled and ‘pruned’. And in fact, almost a third wish they were more curious about life and its wonders – a sentiment particularly strong with nearly half (46%) of Gen Z.

“So, to help inspire the nation and encourage them to rewild their curiosity, Hendrick’s Gin has unveiled its enchanting ‘Curious Idols’ on London’s South Bank – which sees three delightful and theatrical pieces of art come to life, immortalising the incredible curious thinkers who are shaping this century and can excite us all to explore, discover and create.”

Hendrick’s ‘curious thinkers’ in this instance are actress Patricia Allison, best-known for her role as Ola Nyman on the Netflix comedy-drama series Sex Education; Alice Vincent, a multi-platform storyteller and author whose latest bestselling book is ‘Why Women Grow: Stories of Soil, Sisterhood and Survival’: and the ‘Drag Queen Gardener’ Daisy Desire, who is on a mission to bring the joy and curiosity of horticulture to everyone.

Daisy Desire

Ms Allison said: “I’ve always loved having the freedom to explore different realms of self-expression, so I’m delighted that Hendrick’s new campaign focuses on that same curiosity within all of us, and has given me a wonderful opportunity to bring this feeling to more people in a somewhat meaningful and accessible format, to help inspire more self-reflection in our society.”

James Keen, senior brand manager at William Grant & Sons UK, added: “Curiosity is at the heart of everything Hendrick’s Gin does and creates and Flora Adora is no different with its delightfully intriguing flora taste. With this divine new liquid and our mesmerising Curious Idols, we invite the public to seek out our celebratory odes to some of the best curious minds and challenge themselves to rewild their curiosity.”

Alice Vincent

The public are invited to visit the installations between 13th and 18th June, located at the ‘blooming green oasis’ of Bernie Spain Gardens along London’s South Bank.