Hennessy celebrates 150th Anniversary expression on TripurX WeChat Mini Program

An odyssey for the senses: The digital brand boutique combines augmented reality, personalisation and immersive brand content to tell the story of Hennessy’s creative collaboration with architect Frank Gehry (Image: Hennessy) 
Frank Gehry designed a 24-carat gold-dipped bronze decanter inspired by the 150-year odyssey of Hennessy

CHINA. TripurX has teamed up with Hennessy to launch an interactive WeChat Mini Programme that celebrates the Cognac house’s 150th anniversary expression.

The limited edition X.O. Cognac features a striking bottle and decanter designed by world-renowned architect Frank Gehry.

Gehry has designed some of the world’s most memorable buildings. His work includes the Guggenheim Museum in Bilbao and the Fondation Louis Vuitton in Paris.

The limited bottle was inspired by the ‘150-year odyssey of Hennessy’ and the rich heritage and craftsmanship of the Cognac house.

Its core inspiration was the Charente River, which flows alongside Maison Hennessy in the town of Cognac. The bottle is encased in a sculptural glass glorifier, which mimics the water ripples of the river.

Frank Gehry has also designed a sensorial decanter, enveloped in a crinkled sleeve of 24 carat gold-dipped bronze, which takes design references from the movement of water as it reflects the light.

The Hennessy x TripurX digital brand boutique, which was launched in July and will run until 31 August, connects the online and offline shopping experience for visitors to Hainan.

Click here to learn more about Hennessy X.O x Frank Gehry (Image: Hennessy)
Users can click on six interactive tabs within the augmented reality replica of Hennessy’s flagship boutique in Haitang Bay
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The interactive WeChat Mini Program features a dynamic augmented reality replica of Hennessy’s flagship boutique at China Duty Free Group’s CDF Mall within Sanya International Duty Free Shopping Complex in Haitang Bay.

It offers six clickable zones which invited users to discover the Frank Gehry limited edition bottle and explore content about Hennessy’s 150th anniversary celebrations.

The Frank Gehry Limited edition product zone tells the story of Gehry’s illustrious career and the inspirations for his latest collaboration with Hennessy.

The Anniversary Celebrations zone invites users to select an anniversary greeting to celebrate the occasion and the first anniversary of Hennessy’s flagship boutique in Sanya. Each greeting presents corresponding special effects.

Hennessy and TripurX lit up customers’ mobile screens with custom fireworks displays to celebrate the Cognac House’s 150th anniversary and the first anniversary of its Sanya flagship

In addition, customers can book mixology masterclasses via the Mini Program at Hennessy’s flagship boutique at the CDF Mall or the brand’s store at the Hainan Tourism Duty Free (HTDF) Shopping Complex. Users are able to personalise their products with their purchases later available for pick-up in Hainan.

Consumers can also learn about the Hennessy brand universe and are virtually guided through its Sanya flagship store. A lucky draw offers 15 Hennessy V.S.O.P. miniature prizes.

(Left) Customers can join a lucky draw, (centre) engrave their Hennessy purchases, and (right) discover the works of Frank Gehry on the WeChat Mini Program

Note: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.

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