Monkey 47 gin opens New York pop-up exploring quirky past

Pernod Ricard brand creates destination close to Tribeca Film Festival.

Monkey 47: opening pop-up to celebrate heritage
Monkey 47: opening pop-up to celebrate heritage

Gin brand Monkey 47 is opening a pop-up in New York City's SoHo area, near the Tribeca Film Festival, that is designed to attract consumers, cinephiles, filmmakers and actors.

Open between 26 and 28 April, "The wild monkey", named after a guesthouse run by the brand's founder, will tell visitors the story of Monkey 47's quirky origins using visual installations, including a botanical wall highlighting ingredients in the gin.

Monkey 47 has also partnered a number of brands, with Coffee 'n Clothes, Fever-Tree, Sigmund's Pretzels and BillyKirk making an appearance at the venue, offering visitors coffee, mocktails, hand-made snacks and leather goods.

The pop-up will be based at 43-45 Grand Street and open to the public between 11am and 5pm.

Jennifer Schwartz, Monkey 47's head of marketing, said: "Monkey 47 has a passionate following around the world, which has extended to New York. Our fans here have enjoyed Monkey during their international travels, so we wanted to bring the most sought-after gin right into the heart of Manhattan.

"With the warm weather finally upon us, it's the perfect time to share this hidden gem with a new fanbase who enjoy fine gin cocktails."