Hennessy partners with Chinese artist Zhang Huan

Hennessy has collaborated with contemporary Chinese artist Zhang Huan in a Chinese New Year promotion running at Singapore’s Changi Airport until February 9.

The cognac brand has adapted its successful space in Terminal 1, one of the longest-running pop-ups for both the brand and Changi Airport, into an experiential zone offering special New Year-packaged products and interactive features with souvenir photos and personally engraved products.

“At Hennessy, we recognize that travel retail is an amazing platform to build brand desirability in front of affluent and sophisticated consumers,” said Laurent Boidevezi, Moet Hennessy’s global travel retail president.

“Crafting experiences is at the heart of Moet Hennessy’s DNA. This Chinese New Year, along with DFS Group and Changi Airport Group, we wanted to combine the traditional with the modernity by presenting customers with a revolutionary molecular tasting experience using Hennessy VSOP. We want to inspire them to re-create a classic cocktail for their own experiences during this festive season,” he said.

At the heart of the promotion was the commissioning of a work of art from Zhnag Huan, called Eaux-de-vie. The artwork features throughout the pop-up space, including on packaging, as a backdrop to photos in a selfie booth and on red packets. The limited-edition VSOP bottle is an Apac travel retail exclusive, available only at Changi Airport.

At the Terminal 1 pop-up store, a ‘molecular tasting bar’ allows travelers to immerse themselves “in the spirit of Eaux-de-vie”. Travelers can discover two different Hennessy VSOP cocktails encapsulated in molecular pearls that explode in one’s mouth.

Airport partnership

Teo Chew Hoon, group senior VP of airside concessions at Changi Airport Group, said the Changi endeavors to work with partners to create experiential installations to interest travelers passing through the airport.

“Changi Airport Group continues to work with Hennessy and DFS Group to create unique and one-of-a-kind activations. Located next to the Social Tree at Terminal 1, the walk-through Chinese New Year pop-up concept ingeniously combines art and retail to bring novel experiences for our travelers this festive season,” he said.

Open daily from 7am to midnight, the Hennessy pop-up at Changi Airport’s Terminal 1 remains open until February 9.

Activations were also set up at Terminals 3 and 4 to showcase Zhang Huan’s artwork for the tripartite partnership between Hennessy, DFS Group and Changi Airport.