Initiating a new font for creativity

New York, 2019: Combining cocktail and bathing rituals, the Bombay Sapphire Unplugged: The Cocktail Experience invited guests into an immersive space of moist, steamy creativity, where they could unplug from the outside world and free their minds for inspiration (and gin-sipping).

“Bath twice a day to be really clean, once a day to be passably clean, once a week to avoid being a public menace.” Anthony Burgess

A recent global study of 10,000 creatives found that 17% of ideas were formed in the bath – more than in any coffee shop (13%). Hence we invited guests of Frieze NYC into the “Unplugged” lounge to appreciate the ritual of bath-time. Our guests could retreat from the sensory overload of modern life to use the bathtub as a vehicle for boosting their creativity.