CHINA. Moët Hennessy Travel Retail has mounted a series of year-end activities following the September opening of a Hennessy shop-in-shop at the new Zhuhai Duty Free Gongbei Port arrivals store.
As revealed in our on location report, Zhuhai Duty inaugurated the arrivals store on 24 May. Spanning an impressive 3,889 sqm and covering two floors, it is claimed to be the largest duty free shop at an Asia Pacific land port. Gongbei Port is one of four land entry points between Mainland China and Macau.
The boutique-like Hennessy space occupies 37sq m on the second floor, notable for a distinctive design that leverages an island shape. The shop-in-shop offers visitors an immersive retail journey with a 360-degree view that maximises brand visibility and discovery. In addition, Hennessy has opened a 16 sqm brand corner on the first floor.
A full range of Cognacs is on offer, including Hennessy V.S.O.P, X.O and James Hennessy. They are complemented by Hennessy X.O 1L (available exclusively in duty free stores and highly selected duty paid channels) as well as the rare and ultra-premium Hennessy Paradis. The store will also offer limited-edition and collectible Hennessy Cognacs, as well as interactive tasting experiences.
To celebrate the store opening, Moët Hennessy Travel Retail has rolled out the X.O Odyssey pop-up campaign featuring the theme ‘Life is the Greatest Odyssey’.
Under the creative direction of Academy Award-winning filmmaker Damien Chazelle, the advertising campaign is the third in a series of high-profile promotional engagements for the brand. Previous editions of the X.O Odyssey campaign featured collaborations with Sir Ridley Scott (2019) and Nicolas Winding Refn (2016).
The short film depicts the ‘odyssey’ experienced in every drop of Hennessy X.O Cognac. The director envisions how even the smallest moments can trigger a disruptive Odyssey of thoughts and memories, accompanied by an array of enticing merchandise.
The activation is prominently located at the duty free store entrance and puts a strong focus on the new and exclusive Hennessy X.O Odyssey Limited Edition. The pop-up also showcases select products from other collections.
The display features colourful plinths that aesthetically present the Hennessy X.O from various angles, along with interactive consumer tasting experiences. ✈