USA. Maison Hennessy has introduced a 60sq m pop-up space at John F. Kennedy (JFK) International Airport, New York in association with travel retailer International Shoppes that allows visitors to explore ‘The Seven Worlds’ of Hennessy X.O by Ridley Scott.
As reported, ‘The Seven Worlds’ are creative interpretations of each tasting note, described by Hennessy’s Comité de Dégustation as illustrations of Hennessy X.O’s taste and feel – Sweet Notes, Rising Heat, Spicy Edge, Flowing Flame, Chocolate Lull, Wood Crunches and culminating in Infinite Echo.
The JFK activation is the latest in a series of high-profile brand immersion engagements designed to create brand awareness and appreciation for Hennessy X.O. Cognac that began last year across key Asian airports.
In 2019, Ridley Scott, the acclaimed director of such blockbuster films as Alien, Bladerunner and Gladiator, returned to advertising to direct his first commercial in over 15 years for Hennessy. In the short film, all seven notes are envisioned by him as individual worlds brought to life through “wonderous and extreme” physiography.
The pop-up store, in collaboration with International Shoppes, is an invitation to explore ‘The Seven Worlds’ behind the scenes. Travellers can immerse themselves in the filmmaking by discovering the costumes of the different characters of the campaign. Each of the worlds is divided into individual spaces with unique atmospheres,
Consumers can also create playful content to share online. Further engagement comes in the form of food pairings specially conceived for the occasion, exclusive scents, and tastings of Hennessy X.O.
[Click on the icon to enter Ridley Scott’s The Seven Worlds of Hennessy X.O]
“At Hennessy, we recognise that travel retail goes well beyond being a key commercial channel,” said Moët Hennessy Global Travel Retail President Laurent Boidevezi.
“It’s an amazing platform to build brand desirability in front of affluent and worldly consumers. Crafting experiences is at the heart of Moët Hennessy’s DNA and this Hennessy X.O Odyssey pop-up is the perfect illustration of what we stand for. We are thrilled to offer the opportunity to travellers to immerse themselves within Ridley Scott’s ‘Seven Worlds’ campaign and live the Hennessy X.O Odyssey.”
The pop-up remains in place until the end of this month. To support the promotion, International Shoppes is retailing Hennessy X.O carafes with limited-edition sleeves.
