UK. LVMH-owned Cognac house Hennessy celebrated the launch of its Hennessy X.O x Kim Jones collection with a spectacular event in London on 16 March.
The Moodie Davitt Report Brands Director Hannah Tan-Gillies was on location for the exclusive launch party.
The event celebrated the landmark collaboration which saw Hennessy team up with Dior Menswear Artistic Director Kim Jones to launch a pair of sneakers, a decanter and a limited-edition bottle that married the worlds of Cognac and couture.
The glamorous event welcomed Hennessy VIPs, buyers, clients and media. It showcased the collection and highlighted the similarities between Cognac and couture through a series of immersive tech-driven elements. It was held at the Battersea Fine Arts Centre.
Click the YouTube link above to watch our exclusive video coverage of the Hennessy X.O x Kim Jones London launch party. Filming by Hannah Tan-Gillies with editing by Declan Moodie.
Jones was the guest of honour at the event, which was also attended by Hennessy Chief Marketing Officer Julie Nollet and Moët Hennessy Global Travel Retail Chief Marketing Officer and Business Development Director Edouard Dordor, among other top LVMH executives.
All three pieces of the Hennessy X.O x Kim Jones collection were on full display, with each one showcased through modern, geometric, mirrored display cases.
Similarly-themed merchandising displays will feature in the planned ‘Cognac Meets Couture’ installations across Moët Hennessy Travel Retail network.
Technology was a key theme at the event which featured a ‘glambot’ robotic photobooth. Here, guests were able to take motion capture video content, which could be downloaded by scanning a QR code. A self-driving robot arm was serving Hennessy X.O drinks at the bar, which offered a curated selection of Cognac cocktails.
The evening culminated with a special surprise performance by British rapper/actress Little Simz, followed by a music set by British DJ Jordes.
Greeting the guests, Nollet said: “I would like to warmly thank you all for being here tonight to celebrate this amazing collaboration we’ve had with Kim Jones. I want to thank Kim for making the magic happen and for the time, work and quality of our partnership.”
The three-piece Hennessy X.O line is described as a ‘bold marriage of Cognac and couture’. It represents a first-of-its-kind cross-category partnership between the Cognac house and the renowned fashion designer. Kim Jones is a much-respected figure in the fashion world and is currently the Artistic Director of Dior Menswear.
As reported, DFS Group is the exclusive travel retailer to offer the sneakers in the channel. The collection was also revealed today (17 March) at the 11th annual DFS Masters of Wines and Spirits at the T Galleria by DFS, Macau, City of Dreams (watch out for a further report from The Moodie Davitt Report Chairman Martin Moodie).
The HYLOW sneaker takes inspiration from the early basketball shoe and mimics the sleek curves of the Hennessy X.O bottle.
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. Only 200 pieces are available globally. Five Masterpiece Decanters will be on display at T Galleria by DFS stores in Macau.
The third and final element is a limited-edition bottle encased in aluminium that reflects the curves and fluidity of the Hennessy bottle. It is available in DFS stores in North America and Macau and the titanium casing is available for purchase separately.✈
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The Moodie Davitt Report Brands Director Hannah Tan-Gillies has her moment at the glambot robot photo area
