Alcoholic confectionery brand Smith & Sinclair will take over part of the flagship London store of cosmetics retailer Benefit as part of its new pop-up retail concept, after securing enough money through crowdfunding.
Eat Your Drink “will challenge all perceptions of what alcohol can be by deconstructing cocktails into weird and wonderful creations for shoppers to taste, touch and smell,” the brand said. It will offer everything from alcoholic bubbles and perfumes to infused candy floss and cocktail dib dabs, and follows the launch of its collection of vodka cocktail pastilles.
The store will curate eclectic ticketed events at night including panel discussions and workshops, and will be open during the day until 24 December.
Smith & Sinclair is partnering with a number of brands and individuals to make the experience even more special with plenty of additional surprise collaborations promised. Official drink partners for Eat Your Drink include Duppy Share, Sipsmith Gin, Firefly Tonic, Jools Drinks and Two Birds Vodka.
Speaking about the launch, Benefit head of events and promotions Kyra Oates said: “Smith & Sinclair have completely thrown away the rulebook on what you can do with alcohol and come up with a real treat for the senses. Be amazed in our store by day with mind-blowing edible delights and by night get stuck in to the talks and workshops with the leading names in fashion, beauty and more. Trust me, you’ve never seen anything like this before and we are so excited to have them with us for this period.”
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