As British Summer time beckons and the sun descends over London tonight it is finally time escape the conventional B.S.T. and embrace the delectable ‘A.N.T.’ – also known as – ‘Alternative Notion of Time’. Tonight in London’s Kings Cross the peculiar team of poets, alchemists and nonsense-mongers at Hendrick’s Gin have unveiled a spectacular contraption that flips the nation’s notion of time on its head.
Bang on the forecourt of King’s Cross Station, the Time Inversion Instrument invites curious Londoners to break free from our usual time constraints and open their eyes to an Alternative Notion of Time.
Ahead of the clock-change this weekend, the Time Inversion Instrument will instantly shatter long-held time perceptions with a single glance. Placed at precisely 51° 32′ 9.78″ N Latitude and 0° 07′ 30.47″ E Longitude, to face St Pancras Clock Tower, intrepid guests will be able to climb up the spectacular 12-foot-tall structure and gaze through its mesmerising crystal amplifier. Instead of seeing the iconic clock tower as you know it, the architectural masterpiece will appear upside down!
Don’t panic – this will be done by the mastery of science. Light, time and space will conspire to alter visitors’ perception for a moment of profound unusualness.
Those who climb the steps and challenge the conventions of the clock shall be adorned with arose and cucumber infused Hendrick’s Gin & Tonic to enjoy in their own time at the ‘Booking Office Bar’ in the nearby St Pancras Renaissance Hotel.
But why is this weird and wondrous contraption here? It marks the commencement of Hendricks’ Alternative Notions of Time; a summer of unusual experiences, theories, stories and curious cocktails to question time as you know it. And don’t we know that we are all – waiting – patiently – for summer.
“There’s the time on the clock – the one most of us live by, and try to keep up with. The domineering, mechanical, digital, soulless and unrelenting time. But there are alternative measures of time, that flow more naturally, in tune with the greater cosmos, and the depths of our own minds. No less accurate, just more unusual, and more fulfilling.” Says Head of Time, Space & Advanced Cucumber Studies at Hendrick’s Gin, Ríana Gallagher. Hey – where there’s gin and a feast for our eyes or at least something to stare, you can count us in.
Unusual experiences can slow down the pace of life, and this curious contraption is the first of many marvels from Hendrick’s set to explore alternative notions of time this summer.
Address: St Pancreas Station, Euston Road, London N1C 4PQ