Retail in Asia


Cognac meets couture: Hennessy X.O x Kim Jones go all out for travel retail

Moët Hennessy Travel Retail has launched a global omnichannel campaign highlighting its recently launched Hennessy X.O x Kim Jones collection.

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The first-of-its-kind partnership is being celebrated with activations spanning four continents and 14 destinations including Haikou, Sanya, Macau, Hong Kong, Singapore, Seoul and Taiwan in Asia Pacific as well as Amsterdam, London and Frankfurt in Europe and Dubai in the Middle East.

The collection makes a bold statement at the Haikou Mova Mall. Source: Moët Hennessy Travel Retail

The line is described as a ‘bold marriage of Cognac and couture’. Kim Jones is a much-respected figure in the fashion world and is currently the artistic director of Dior menswear. The collection represents a first-of-its-kind cross-category partnership between the Cognac house and the renowned fashion designer.

The Hennessy X.O x Kim Jones Collection comprises the collectible HNY Low sneaker, a Masterpiece Decanter and a limited-edition bottle. All pieces represent the merging of the design codes between the houses of Hennessy and Dior.

The activations offer a 360-degree customer retail journey designed to leave shoppers with a lasting impression of the brand. The animations feature 17 out of 200 collectors’ pieces worldwide, 16 of which are available in key airports in Asia Pacific with one available through DFS at Samaritaine Paris.

The Hennessy X.O x Kim Jones collection at T Galleria by DFS, Macau, City of Dreams. Source: Moët Hennessy Travel Retail

The campaign includes a pop-up at T Galleria by DFS, Macau, City of Dreams alongside six ‘House of Hennessy’ boutiques and seven shop-in-shops. The collectible HNY Low Sneaker is sold exclusively with DFS with only 100 pairs available in T Galleria by DFS Macau, City of Dreams and 30 pairs in DFS Los Angeles.

The immersive animations invite travellers to step into the world of Hennessy X.O x Kim Jones and blend online and offline elements.

At the pop-up, travellers can enjoy an engaging digital experience. They can play the Hennessy Spirited robot game and collect eaux-de-vie drops as quickly as possible to win e-coupons. They can redeem them in-store for free cocktails and exclusive gifts with purchase.

The XO3DBOX — an innovative LED display designed in the shape of a Hennessy gift box — is available in selected Hennessy boutiques and offers disruptive 3D content about the collaboration.

Tasting experiences are also available in selected locations. Hennessy has created 3D-printed chocolate for the campaign to pair with Hennessy X.O for the exclusive tastings. The pairing offers notes of caramel, vanilla and oak with a deep and rounded sensation on the palate.

The CNSC Sanya International Duty Free Shopping Plaza. Source: Moët Hennessy Travel Retail

Moët Hennessy Travel Retail has introduced high-profile ooh media advertisements at Paris Charles de Gaulle Airport Terminal 1 and 2, Los Angeles International Airport’s Time Tower and 3D screens across various locations in Hainan to further drive awareness for the campaign. The media takeover delivers large-scale impact and visibility, driving traffic to the stores where the collection is available.

Moët Hennessy Asia Pacific, travel retail & private sales president Laurent Boidevezi commented: “The Hennessy X.O x Kim Jones collection is a stunning celebration of creativity and disruption.

“We are thrilled to unveil it in a series of animations in global travel retail across four continents. With innovative and extraordinary activations, we aim to connect, engage, and recruit the next generation of luxury consumers throughout their journey, particularly cognac connoisseurs and fashion aficionados, all over the world.”

The HNY Low by Kim Jones sneaker takes inspiration from the early basketball shoe and mimics the sleek curves of the Hennessy X.O bottle. It is crafted from a light, Cognac-coloured nubuck leather.

Made using a combination of 3D printing technology and hand-crafting techniques, the Masterpiece Decanter features a sculpted, gradient blend of cognac shades. The decanter comes with a specially developed titanium casing that acts like a second skin, evoking the same effect that draping has to couture. The casing was designed to mirror the way in which Hennessy bottles are carefully encased in tissue paper to protect the contents. Only 200 pieces are available globally.

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The third and final element is a limited-edition bottle encased in aluminium that reflects the curves and fluidity of the Hennessy bottle.