The Alchemist – founded in 2010 and currently operating 14 sites across the UK including venues in London, Manchester, Birmingham, Leeds and Cardiff – has collaborated with William Grant, Vapour and xDesign to launch its brand new augmented reality cocktail menu and app The Conjurer at its Covent Garden venue.
As reported by The Morning Advertiser, the Alchemist opened its St Martin’s Lane site in Covent Garden, London, in November 2018 following £1.6m investment as part of a project to grow its presence in the capital to three venues.
While The Conjurer first materialised on Wednesday (6 March) on St Martin’s Lane, it will appear across other UK sites during spring 2019.
Customers who download the app can enjoy a uniquely theatrical drinking experience by opening The Conjurer and focusing their phone’s camera on their drinks coaster.
Pushing the boundaries
“We are extremely proud to be one of the first bar and restaurant brands to offer augmented reality cocktails on a national scale,” the Alchemist’s head of brand Jenny McPhee commented. “We are always looking to enhance the experiences we offer while showcasing the personality of our brand.
“This collaboration allows us to provide something different for our customers while pushing the boundaries of unconventionality.”
New level of fun and dynamism
“The Alchemist’s illustrative language has become just as synonymous as its reputation within the industry,” Vapour’s creative director Jamie Bugler explained. “So this opportunity to bring our dark, twisted pieces to life in the hands of the customer is a super exciting opportunity for our team.
“We’ve worked closely with the Alchemist to ensure each story is delivered in its usual fashion while bringing a new level of fun and dynamism to these usually static, macabre pieces.
“We hope everyone who uses The Conjurer loves seeing our work in a whole new dark dimension and furthermore shows the Alchemist to be the best in the business at driving the experience forward”.
The Alchemist was recently included in the The Sunday Times Best 100 Companies to Work For 2019, placing 95th.
In addition, managing director Simon Potts revealed that the Palatine Private Equity-backed cocktail bar and restaurant concept was working towards a sales target of £70m in 2021 at the Casual Dining Show 2019.