CHINA. TripurX has teamed up with Hennessy to launch an interactive WeChat Mini Program that features a dynamic augmented reality replica of Hennessy’s flagship boutique at China Duty Free Group’s Sanya International Duty Free Shopping Complex.
The partnership is the fifth collaboration between TripurX and the LVMH-owned house.
The digital brand boutique — which was launched in April — also highlights the Cognac house’s latest limited-edition release, the Hennessy V.S.O.P Privilège by Refik Anadol. The expression is the result of an exclusive collaboration with Anadol, a digital artist who developed a striking bottle design for the liquid.
The innovative WeChat Mini Program connects the online and offline shopping experience for visitors to Hainan by engaging with travellers before and during their trips.
To create an immersive experience, the digital brand boutique opens with a special musical score. Customers are then asked to draw a ‘mood curve’ based on the tune before watching the Hennessy V.S.O.P Privilège by Refik Anadol product video. On this page, customers can learn more about the product and the craftsmanship behind Hennessy’s latest release.
The bottle design was inspired by EEG readings taken from Tasting Committee members during the evaluation of Hennessy V.S.O.P Privilège’s eaux-de-vie.
Refik Anadol is known for using 3D Mapping and artificial intelligence to turn sensory experiences into data. For this collaboration, he turned the Tasting Committee’s emotions into a highly-visual artwork that brings the tasting experience to life.
The augmented reality digital boutique has five clickable elements and simulates real-life in-store browsing. Visitors can click through various zones to learn more about the limited-edition release, book a cocktail tasting session, discover Hennessy’s other star products, engrave their Hennessy purchases or receive special hotel vouchers.
In the ‘Mixology’ section, visitors can make an appointment to taste three different Hennessy V.S.O.P Privilège by Refik Anadol cocktails at the brand’s flagship store in Sanya.
The ‘Star Products’ page highlights eight different Hennessy expressions and offers detailed product information including alcohol content and product origins. Customers can also scan a QR code at the bottom of the page to follow Hennessy’s WeChat Official account and learn more about the brand’s history and Cognac heritage.
As an added O2O element, customers can select any Hennessy product, engrave it, and have it ready for pick-up at the CDF Mall by clicking the ‘Engraving’ button.
The bottom of the main page also offers a ‘Lucky Draw’ section, which invites users to participate in a raffle. A total of 15 miniature 50ml Hennessy expressions will be awarded to winners in June.
The digital Lucky Draw section has also been integrated with an augmented reality photo booth at the Hennessy flagship boutique in Sanya. In-store customers can scan a QR Code at the photo booth to participate in the lucky draw and receive an AR-photo as a souvenir.
Finally, the ‘Hotel Privileges’ section gives users a voucher which can be redeemed at the Grand Hyatt Hotel in Haitang Bay. The voucher offers discounts up to -40% across three different restaurants in the hotel.
Footnote (1): 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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Footnote (2): Together with our strategic partner in Hainan, Hainan Hinews Media Co, The Moodie Davitt Report is providing live daily coverage of the Expo. As reported, The Moodie Davitt Report and Hainan Hinews Media Co have struck a far-reaching win/win strategic cooperation agreement to boost mutual coverage of Hainan’s booming offshore duty free sector and the Free Trade Port development.
