Reporter | Shi Chunlei
Edit | Yan Zhijun
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On October 14th, Hennessy joined hands with contemporary deconstructivist architect Frank Gehry and French crystal brand Baccarat to create the Hennessy X.O Frank Gehry Collector's Edition (6 liters) for its world premiere in Shanghai. Meanwhile, the Hennessy X.O Frank Gehry Collector's Edition Sensory Space opened at Plaza 66 on October 14-17.
Commenting on why he chose to launch this product in Shanghai, China, Wu Yue, President of LVMH Greater China, said: "China is one of the most valued markets for Hennessy, and even LVMH Group. In response to the "Shanghai Municipal Implementation Plan for Building an International Consumer Center City", Hennessy has made Shanghai, China the global premiere of the Hennessy X.O Frank Gehry Edition, which not only reflects the importance and confidence of the Group and the brand in the Chinese market, but also highlights the positive attitude towards China's consumption prospects, and looks forward to contributing to the construction of Shanghai into an international consumption center city. ”
Wu Yue, who chose to host the event at Plaza 66 on West Nanjing Road in Shanghai, said in an interview with Interface News: "This year marks the 20th anniversary of the opening of Plaza 66 and the 20th year of China's accession to the WTO, and LVMH's development and cooperation in China are inseparable from the impact of China's accession to the WTO." At the same time, you can see that Plaza 66 can have so many LVMH brands also benefit from China's accession to the WTO. So we have our own meaning in hosting this event at Hang Lung. ”
Wu Yue understands this choice to hold this event on the street: "I have been saying that LVMH is not just for the rich and noble. Many of our products radiate into the lives of the masses, and many of Hennessy's products are even more so. We chose to hold this event on the street because we want more consumers to get a closer look at the quality and essence of the Hennessy brand. ”
<h3>Frank Gehry continues to work with Hennessy to present the Master's Collection with Baccarat Crystal</h3>
Previously, architect Frank Gehry created the Worldwide Edition of the 150th Anniversary Of Hennessy X.O For the 150th Anniversary of Hennessy X.O. This time, he continued his cooperation with Hennessy and invited Baccarat Crystal to present a limited edition of 30 bottles worldwide.
The intricate design and sheer size of the work brought unprecedented technical difficulties to the craftsmen, and each crystal sculpture required 30 individual molds to create. At the same time, the production of wine bottles requires continuous iteration of technology, creating specialized tools and applying suitable thermal cycles, all of which made the birth of this crystal sculpture take several months.
"When I saw the actual object of this work, I was a little embarrassed. I hope that this new work of art will bring the same emotional touch to other viewers. Commenting on the creation, Frank Gehry said, "I am always excited to try new things beyond the norm, and I hope that our creations will live up to Hennessy's passion for cognac brewing and its heritage skills." ”
For Frank Gehry, the master, Wu Pengkai, president of Moët Hennessy Diageo China, told Interface News: "Hennessy and Frank Gehry have maintained a good cooperation, and the previous 150th anniversary of cooperation has also been greatly praised. The LVMH headquarters building in Paris, which was also designed by Mr. Frank, is definitely a work of art that will amaze you every time you go. This product is a further combination of the craftsmanship of Baccarat crystal, which adds more value from the perspective of craftsmanship and collection in addition to design. ”
Wu Yue added: "I personally have more of a admiration for Frank. It was an honor for the 92-year-old artist to work with so many projects with the LVMH Group. We share common values and aesthetics. Today is the Chongyang Festival, which can still maintain a leading design concept and a steady stream of works at such an early age, let us applaud this avant-garde artist. ”
It is reported that the Hennessy X.O Master Frank Gehry Collector's Edition is available worldwide in exclusive luxury retail stores and exclusive sales channels in a limited edition of 30 bottles, each priced at 150,000 euros.
<h3>Hennessy X.O Master Frank Gehry Collector's Edition Sensory Space creates an immersive sensory experience</h3>
Presented at Plaza 66 on October 14-17, Hennessy X.O Master Collection Sensory Space features the world's premiere Master Collection Bottle as the core of the exhibition, designing interactive sessions to create an immersive sensory experience for visiting consumers.
Step into the sensory space and see both the Hennessy X.O Frank Gehry 6-Liter Master Edition and the Hennessy X.O 150th Anniversary Master Edition. The classic white jade grape leaf wine bottle shape is embellished with copper gilded pleated wrinkles, and the experiencer can create a pleated texture similar to the surface of the bottle on the interactive wall through the change of gestures.
The seven flavors of Hennessy X.O are transformed into independent and mutually compatible chapters, which are presented on the seven LED screens of "Sensory Wonderland". Viewers can also bring headphones to watch Hennessy X.O's new sensory blockbuster, unlock the "smell kingdom" through visual-auditory-olfactory linkage, and play a sensory symphony.
In addition, Givenchy Fragrance, which also belongs to the LVMH Group, cooperates with Hennessy Breaker. Consumers can taste Hennessy X.O under the guidance of ambassadors from Hennessy and Givenchy, and then explore the fragrance elements corresponding to the seven senses in the Givenchy Aristocratic Fragrance Collection.
Image source: Provided by the brand