# Whimsical Newsstand Pop-Ups Hendrick's 'Not-So-Normal-Newsstand' Infuses Daily Life with Oddity By Laura McQuarrie | Published 2019-09-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/newsstand-pop-up References: [prolificlondon](https://www.prolificlondon.co.uk/marketing-tech-news/campaign-news/2019/09/hendricks-gin-and-space-launch-final-portal-peculiar) & [eventbrite](https://www.eventbrite.com/o/hendricks-gin-william-grant-amp-sons-17524091932) With its Portals to the Peculiar, [Hendrick's Gin](https://www.trendhunter.com/trends/hendricks-gins) has been introducing a wide variety of multi-sensory events to help people experience its product in unexpected channels, including seemingly ordinary laundrettes, banks and now, a [newsstand pop-up](https://www.trendhunter.com/trends/new-york-city-popup-event). The newly opened newsstand in Edinburgh is only sticking around for three days and serves as a place for people to escape the all-too-serious parts of the world and "Escape the Conventional and Embrace the Delectable." A ticket to the 'Not-So-Normal-Newsstand' provides access to a 25-minute experience for discovering unique characters and situations, as well as the brand's [uniquely infused gin spirit](https://www.trendhunter.com/trends/beyond-the-pour) with rose and cucumber. This final event in the Portals to the Peculiar series offers a fun way for people to escape the mundane and get a taste for the marvelous. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 63% | Activity: 61% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Multi-sensory Events:** Creating immersive experiences that engage multiple senses, providing unique and memorable encounters with products or services. - **Escape the Conventional:** Offering opportunities for people to step away from the ordinary and embrace the extraordinary, creating moments of delight and surprise. - **Pop-up Experiences:** Setting up temporary, limited-time installations or events that capture attention, generate buzz, and create a sense of urgency. ### Where This Applies - **Alcoholic Beverages:** Using immersive experiences and unconventional locations to showcase and promote unique spirits and flavors, providing a way for consumers to connect with brands on a deeper level. - **Entertainment:** Creating interactive and engaging experiences that allow people to escape reality and immerse themselves in fantastical worlds, opening up new opportunities for storytelling and audience engagement. - **Retail:** Implementing temporary, themed pop-up experiences within traditional retail spaces to attract customers, create a sense of urgency, and differentiate from online shopping. ## Related on Trend Hunter - [Playful Garden-Inspired Gin Bottles](https://www.trendhunter.com/trends/whimsical-watering-can.md) - [Discerning Drinker Pop-Ups](https://www.trendhunter.com/trends/fentimans-pop-up.md) - [Romantic Drinking Accessories](https://www.trendhunter.com/trends/gintimates.md) - [Gin-Branded Gym Sets](https://www.trendhunter.com/trends/hendricks-gym.md) - [Self-Care Barber Pop-Ups](https://www.trendhunter.com/trends/barber-shop-pop-up.md) - [Stone Fruit-Flavored Gins](https://www.trendhunter.com/trends/hendricks-grand-cabaret.md) - [Sunset-Inspired Gin Spirits](https://www.trendhunter.com/trends/hendricks-sunspell-gin.md) - [Cherry-Themed Bar Pop-Ups](https://www.trendhunter.com/trends/phlur-and-space-nk.md) - [Limited-Edition Gin Dual Pack](https://www.trendhunter.com/trends/hendricks-gins.md)