The growth of brand experiences has been one of the most high-profile marketing trends of recent years. Yet all too often these beautifully-curated brand events or pop-ups are created in a vacuum; within the closed walls of a festival, or a pop-up with very little footfall.

This is what makes Space’s underground campaign with Hendrick’s such a compelling marketing solution. London’s tube network sees over five million passengers on its services every single day; at peak times this amounts to more than 543 trains speeding around the city, according to TFL. Many of these journeys will include the dreaded switching of lines, that trudge or speed walk from Northern to Victoria or District to Central. If you are a Londoner or a seasoned commuter, the chances are you know which connections are long, which are too long and even those nifty smugness-inducing shortcuts.

To brighten up these intersections between underground lines, Hendrick’s worked with Space to create a passageway portal at Kings Cross station. The first of its kind immersive tunnel wrap invites travellers to ‘Escape the Conventional and Embrace the Delectable.’

The full tunnel wrap covers the passage which links the Piccadilly and Victoria lines to the Northern ticket hall at the station. It also includes a full floor wrap, complete with an entrance archway made up of scented posters to conjure Hendrick’s signature infusion combination of cucumber and roses. The wrap design evokes the surreal Victoriana world the brand has become known for.

This campaign is an innovative use of OOH marketing, a sensorial takeover of one of London’s busiest underground stations. While capturing travellers’ eyes, and tantalising their noses, the posters also direct them to where they can find the nearest spot to grab a Hendrick’s and tonic. It isn’t often that you see commuters reaching for their phones to take pictures of outdoor ads, but with this campaign Space has hit a sweet spot. An experience that actually works in the real world.