INTERNATIONAL. Moët Hennessy Travel Retail is celebrating the success of its Senses of Hennessy experience in Asia Pacific travel retail.
Senses of Hennessy takes travellers on an immersive retail odyssey using advanced technology and consumer engagement elements. The experience guide travellers to discover the Hennessy V.S.O.P, James Hennessy, Hennessy X.O, Hennessy X.X.O and Hennessy Paradis expressions through sight, smell, sound and touch.
As reported, the Senses of Hennessy experience made its debut at the Les Caves Particulières at Paris Charles de Gaulle Airport in May 2022.
Since its launch, the experience has evolved into an immersive journey that engages all five senses. The newest iteration offers a full 360° O2O retail experience, seamlessly linked to WeChat and the campaign microsite.
As reported, the Senses of Hennessy experience exclusively launched at Singapore Changi Airport Terminal 1 Departures from December 2023 to February 2024. It featured within the Year of the Dragon-themed Lunar New Year pop-up.
A limited-edition Chinese New Year collection crafted by Chinese artist Yang Yongliang was the highlight of the activation. This drew on inspiration from Yang’s digital masterpiece, Dragon’s Odyssey. The collection blends traditional drawings with contemporary digital technology.
As reported, Moët Hennessy Travel Retail teamed up with DFS Group to launch the Senses of Hennessy experience at its boutique in the T Galleria by DFS, Macau, Shoppes at Four Seasons in October 2023. The experience features the world’s first Hennessy Rotating Bar and takes travellers on a multi-sensory interaction designed to encourage an emotional connection with the brand.
The Senses of Hennessy experience is permanent fixture in store. It features elegant cream marble furniture and charcoal walls, creating a luxurious and relaxing atmosphere.
The Senses of Hennessy Experience has two different paths: Sensory Exploration and Cognac Showcase. The former takes shoppers on a multi-sensory journey culminating with a Cognac recommendation tailored to their emotions and senses. The Cognac Showcase is designed for Cognac aficionados, connoisseurs and time-limited travellers and enables them to directly choose their preferred Cognacs.
Senses of Hennessy is powered by dynamic technology and offers a hybrid phygital experience that blends immersive displays, olfactive and touch technologies. Immersive displays project sensorial narrations and visuals that bring various Cognacs to life, while a perfumed diffuser sprays different olfactive signatures.
Touch technology elevates the experience and reveals the distinctive soundtrack of each Cognac.
The experience concludes with guests recapping their chosen Cognac on a tablet. They are then invited to sign up to Hennessy’s newsletter and CRM programme to provide valuable feedback on the experience.
The sensory journey continues at the bar area, where they can taste their chosen Cognacs, and extends online where travellers can take selfies with bespoke Hennessy-branded filters. ✈
