SINGAPORE. DFS Group and Hennessy have completed a month-long celebration of the 200th anniversary of the Cognac house’s VSOP (Very Superior Old Pale) reference. The campaign featured a limited-edition carafe sold exclusively at DFS, Singapore Changi Airport through July.
Travellers could immerse themselves in the history of Hennessy VSOP through an interactive experience that offered the chance to win exclusive gifts.
In DFS’s T1 and T4 stores, consumers were able to enjoy a complimentary cocktail tasting crafted for Hennessy VSOP’s anniversary and take home recipes to recreate ‘Hennessy’s Mint Julep with a twist’.
The limited-edition gift box pays homage to Hennessy’s history. The original Cognac bottle, known as the ‘Charentaise’, has been reimagined into a slope-shouldered version with the words excerpted from the original order for a ‘Very Superior Old’ reference.
Moët Hennessy Managing Director Travel Retail Asia Pacific Vanessa Widmann, commented: “We are very excited to celebrate this special anniversary with DFS and to partner with DFS Group and Singapore’s Changi Airport on the launch of the 200 Year Anniversary Edition pack. The exquisite pack makes for the perfect gift for all travellers, VSOP lovers and Cognac connoisseurs.”
“DFS is proud to partner with Hennessy to honour the 200-year anniversary of Hennessy VSOP on this very special package,” said DFS Group Senior Vice President Spirits, Wine, Tobacco, Food and Gifts Brooke Supernaw. “We were delighted to offer our travelling customers at DFS, Singapore Changi Airport exclusive first access to this fine product over the month of July.”
ABOUT THE HENNESSY VSOP 200TH ANNIVERSARY LIMITED-EDITION CARAFE
For the 200th anniversary edition, the Cognac house collaborated with San Francisco-based Turkish visual artist Can Büyükberber.
Büyükberber is a visual artist who creates immersive audiovisual experiences blurring boundries between physical and digital spaces. His practice consists of experiments with virtual/augmented reality, projection mapping, geodesic domes, large-scale displays and digital fabrication.
Büyükberber used a combination of projection mapping and digital fabrication to evoke the past, present and future of Hennessy VSOP Cognac.
His work features a serpentine coil that encircles the carafe and which is designed to blur the boundaries between physical and digital space. The Hennessy VSOP theme, ‘Our heritage is our future’ is crystalised in a campaign visual that depicts the energy of the brand through leading-edge technology.
The carafe features archival design elements, notably the House’s vine leaf motif and vintage stamps inspired from the Cognac’s original label. This homage to the past comes in a modern coffret in brushed aluminum bearing words excerpted from the future King George IV’s request for a “very superior old” Cognac.
The use of copper-coloured embellishment is a nod to the traditional alembics used to distill eaux-de-vie. The handle in full-grain natural leather recalls the aprons worn by the coopers who craft barrels from staves of aged oak.
