Hendrick’s Gin Secret Bar “Neptunia” at OMR 2022

© Steven Kohl
© Steven Kohl
© Steven Kohl
© Steven Kohl
Published in the
Eventdesign Yearbook 2023/24
Book cover


The Hendrick’s Gin “Neptunia” is a special edition and the latest product from the cabinet of curiosities that captures the mystical wonders of the seas in a gin. The launch was to take place as part of the OMR Festival 2022, but not at a prominently placed exhibition stand. Instead, it was supposed to be as unusual and bold as possible. Therefore the concept of a Secret Bar, hidden from the hustle and bustle of the exhibition, was developed.

The creative lynchpin was the underwater world of the sea goddess Neptunia inspired by the coast of Scotland. In order to let the guests “immerse themselves” in the brand world, the agency transformed a meeting room of around 120 square metres into a submarine. The illusion was achieved with a room-in-room construction made of recycled wood, designed to look old and rusty. The curved walls with portholes formed the belly of the submarine.  A wealth of detail gave the scene its unique character, including welding seams, an old control centre, a ship radar, tangles of seaweed and numerous curiosities.

As part of the Secret Bar experience, “HG Neptunia” was not listed on the OMR site plan but had to be discovered by the guests. Only a lobster stranded in an outdoor area drew attention to it poetically and loudly. As soon as a group of 25 persons had gathered, the liftboy took them upstairs, while engaging them in a fulminant quiz round in the lift. After  being received by the captain, the guests embarked on their “dive” over the boat bridge through the quirky interior on their joint search for the sea goddess. The submarine crew at the bar served suitable drinks.

The finale was the appearance of Neptunia, who reported about the development and composition of the special edition. The submarine could subsequently be explored with its entertaining facets, including earpieces, a fishing game, the feared red buzzer or the periscope, which supposedly allowed a view of the conference stage of the OMR.

The event was realised on two days a total of 20 times in slots of 30 minutes each. This allowed the flow of visitors to be controlled and the creation of an individual experience. In the evening the bar was open to all and afforded around 900 people insights into the Hendrick’s submarine. True to the principle of a Secret Bar, no traditional advertising was carried out. There were only “hidden” indications on the OMR screens, as well as just word of mouth.


William Grant & Sons Germany
The Gazebo Effect, Zwanzigzwanzig, sbstnz
Direction / Coordination / Architecture / Design
Type M – Design Crafted with Care, Sascha Milenovic
rtists / Show acts
The Gazebo Effect
Decoration / Construction
Barthur Barcatering
PAM/Events (Technical execution)


Food & Beverage
Fair Hall
Choreography, Emotions, Encounter, Extraordinary Experience, Fun, Immersive, Playful, Scenography
Brand Activation, Brand Experience, Live Performance, Spatial Installation