This cocktail-forward event, produced by MATTE Projects welcomed over 300 top-tier tastemakers, hospitality insiders, and creators. Produced by the award-winning team at Goodby Silverstein & Partners, the experience unfolded across four rooms, each revealing a different layer of the Fords Gin brand. Every 15 minutes, a new group of 12 guests embarked on a one-hour guided activation—a perfect match for HERO’s modular layout and immersive capabilities.

Front Area/Front Scene: Bartender in a Bottle – A Multi-Sensory Welcome

The journey began with the sound of French 75s being shaken in a 1,558-square-foot LED-lit space designed to replicate stepping inside a Fords Gin bottle. Dynamic lighting, glass chandeliers, and a full-wall LED screen created a surreal environment. Guests were guided by Fords Gin brand ambassadors through spirited trivia, all while sipping cocktails and absorbing the brand’s origin story. This level of creative freedom is exactly what makes HERO a standout venue for immersive brand activations in NYC.

Light Tunnel/Ice Sculpture Bar Area: The Art of Dilution – Ice as a Storytelling Element

Next, guests entered an ice-centric room where massive blocks encased the nine botanicals used in Fords Gin. This 1,880-square-foot space celebrated the science of cocktail dilution and how ice transforms flavor. Tastings of the gin—neat, diluted, and in a bone-dry martini—let guests experience the evolution of flavor firsthand. HERO’s adaptable climate control and ambient lighting ensured that the dramatic melt of ice became a central visual narrative.

HERO Bar with Translucent 3-Sided Sculpture: The Golden Trio – Sweet, Sour & Spirit

In the third room, 1,705 square feet of flavor experimentation awaited. Guests explored various cocktail bases—lime-forward sour, orange marmalade, and honey—and watched bartenders transform their chosen base into a Bee’s Knees, Gimlet, or Breakfast Martini. HERO’s open floor plan allowed for intimate interaction while preserving a theatrical setting—ideal for product education and immersive tasting events.

Main Room: The Garnish Lounge – A Social Finale

The experience concluded in our most expansive room: the 2,235-square-foot Garnish Lounge. Guests chose from a playful array of garnishes (citrus peels, spices, even toasted bread) before relaxing in a lounge environment with custom lighting, cozy seating, and a curated soundscape.

Why HERO Is the Best Event Venue for Immersive Experiences in NYC

Plan Your Next NYC Brand Activation at HERO

Interested in hosting an experiential event at Rockefeller Center? HERO is now booking for fall and winter brand activations, cocktail experiences, and private events. Contact us at events@hero-nyc.com!