CHINA. The House of Hennessy has opened what it called its “largest flagship store” in the world in the Global Premium Duty Free (GDF) Plaza, located at the Mova Mall complex in Haikou. GDF Plaza is operated by licence holder Hainan Provincial Development Holdings (HDH) in partnership with Dufry and Alibaba.
The second Hennessy flagship to open in China, the new 226sq m store follows the opening of House of Hennessy Mission Hills last year.
The House of Hennessy in Haikou is designed around a new concept developed jointly by Hennessy and Cigüe Studio. Called ‘Arena,’ it encompasses all the aspects of a cultural forum, offering visitors a multifaceted journey with a range of memorable encounters, premium services and sensory experiences accompanied by contemporary voices and talents.
The Arena concept: A new retail architecture
Conceived as a modern cultural arena, the space lets customers immerse themselves in the world of Hennessy. Hennessy XO and Paradis take centre stage, complete with artistic collaborations, special limited editions such as the Hennessy XO Spirit of Travel Hainan edition, and exciting imagery.
A private art room is dedicated to rare editions, exclusive pieces and personal consultations. Additional events include food and pairing ateliers, masterclasses, and livestreams hosted by influencers.
Raw materials include warm limestone and charcoal-coloured oak, which aim to evoke Hennessy’s heritage, terroir and craftsmanship. Touches of pale gold and mineral green echo the House’s eaux-de-vie and the Charente River that flows through Cognac, France.
The House of Hennessy also offers Hennessy Hands, a dedicated engraving service on a choice of leather accessories made for Hennessy Paradis. Designed to grace the neck of the bottle, these accessories are inspired by the art of barrel making, or cooperage. They may be personalised with initials in a choice of engraving styles that recall the hand calligraphy on Hennessy’s most precious casks.
Other key features include:
The Art of Gifting: Conveying a sense of place, Hennessy XXO is accompanied by a charm depicting Phoenix Island, the beach, and coconut trees in an exotic motif.
Mixology ateliers and masterclasses: The House of Hennessy offers consumers ateliers and masterclasses for appreciating Cognac and refining the palate. A Hennessy cocktail menu features creations exclusive to the House of Hennessy in Hainan.
Livestreaming events: The House of Hennessy welcomes influencers and opinion leaders for events that are open to all on social media.
The Hennessy Art Room: Described as the “epitome of the House’s savoir-faire”, the Editions Rares Collection is comprised of the finest eaux-de-vie in Hennessy’s extensive library in the Founder’s Cellar in Cognac. Here, Cognac connoisseurs and collectors may discover unique blends such as Richard Hennessy, Hennessy Paradis, and Edition Particulière. Private consultations and VIP tastings of Hennessy Paradis are also available.
An online and offline journey: Visits to the House of Hennessy are complemented by the Hennessy Travel WeChat Mini Program and year-round engagement on social media. The Mini Program lets travellers connect with the House before arrival in the region and offers a selection of fine, destination-specific experiences and souvenirs.
All cultural experiences at the House of Hennessy may be booked online via the Mini Program.
Executives from Moët Hennessy and representatives from Hainan Development Holdings Co., Ltd. came together on 25 November to officially unveil the new House of Hennessy. Guests were invited to experience the exclusive services and immerse themselves in the world of Cognac created by Hennessy.
At a gala dinner, Hennessy Cognac was paired with Hainan cuisine, as the heritage and craftmanship of Hennessy over 250 years was vividly presented on the dining table through visual projection technology. The multi-sensorial dining experience was accompanied by choreographed sounds, lights and rhythmic shadows, “symbolising the flowing eaux-de-vie”.
“This new House of Hennessy in Haikou is designed to crafting a luxury experience and unique encounters for Cognac newcomers, lovers, connoisseurs, and collectors. Travel retail is the perfect incubator of retail and Direct-to-Consumer, and Hainan is a strategic location. We want to ensure that our visitors sense the craftsmanship and culture of Cognac while carefully selecting their Hennessy Cognac rarities or enjoying a VIP Lounge service and immersive shopping experiences”, said Moët Hennessy Asia Pacific, Travel Retail & Private Sales President Laurent Boidevezi.
Haikou Global Premium Duty Free Plaza (Haikou) Co. Ltd President Yuewen Lin said, “The grand opening of the new House of Hennessy not only represents the extraordinary quality of its Cognac and exclusive services, but also a full interpretation of Global Premium Duty Free Plaza’s brand proposition of ‘exquisite, luxury and experience’. Driving the vibrancy of Hainan duty free market, the new House of Hennessy will create an opportunity for consumers to get to know the savoir-faire and culture of Cognac.”
Dufry APAC Chief Operating Officer Pedro Castro added, “We are proud to collaborate with Hennessy again to bring to consumers a flagship store of innovative designs and experiences. This is fully in line with Dufry’s consumer-centric strategy of continuously improving product uniqueness and quality service to meet consumers’ needs.”
Xiang Yuan, General Manager of Alibaba-Dufry Joint Venture, said, “Alibaba-Dufry Joint Venture has always been committed to innovation in the travel retail industry for our customers and partners. It’s an honour to attend the opening ceremony of the new House of Hennessy.”
