Hendrick's Academy
2022Brand ActivationEvent ProductionCreative DirectionHospitality
A three-day launch event for Hendrick's Absinthe designed to reconnect and empower Germany's top 50 bartenders post-pandemic, held at Hof Castle. +233c developed the creative concept, curated the artist mentors, and produced the full experience.
The Approach
We structured the event around creative workshops led by cultural practitioners: DJing with Shari Who, graffiti with Andy Calypso, dance with Aaron Night, rap with King LX, and performance with Christian H. Bartenders performed their newly acquired skills at a graduation ceremony.
The Outcome
Elevated brand perception through a concept that connected Hendrick's brand values: creativity, culture, heritage, with genuine skill-building experiences. An event that created emotional memory, not just brand recall.
Discipline
Brand ActivationEvent ProductionCreative DirectionHospitality
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