The cognac house of the LVMH group has just unveiled a new bottle in collaboration with contemporary artist Florian Zumbrunn. A carafe with a customizable design generated using unique algorithms.
A robotic arm redesigns 40 Hennessy XO bottles
Champion of collaborations, the cognac brand still manages to surprise its audience with a new original partnership. To celebrate the end of year holidays, Hennessy called on the French artist specializing in generative artFlorian Zumbrunn. The latter’s mission was to let his lines of codes speak on 40 numbered copies of Hennessy XO juice
The art of this young thirty-year-old is indeed based on the algorithms : lines of code that the artist pre-selects and which give birth to a unique work. An art that he already practices on canvas and which is enjoying great success, in particular thanks to the rise of NFTs which protect these new works and legitimize them.
For Hennessy, the artist reproduced the process directly on cognac decanters, using a robotic arm. And because personalization is more than ever at the heart of the marketing strategies of luxury houses, the brand offers a tailor-made option : in store, the customer will be able to impose their own parameters on the system such as the number of colors or the choice of color palette.
The partnership at the heart of the Hennessy strategy
To bring the brand to life, offer it strong visibility during the holidays, but also attract new targets, and improve its image… Collaborations are now an integral part of the Hennessy strategy. In 2022, she unveiled a bottle co-created with Colombian reggaeton singer Maluma. A few months later, the Cognac house announced the release of a decanter with the luxury leather reference, Berluti. Even more surprising, last April Hennessy launched its first bottled cocktail with the Parisian cocktail bar Cravan. Rich and unexpected synergies to prove that Hennessy is there for everyone, even those for which you don’t expect him.
Lifestyle
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