Hennessy Debuts Groundbreaking Collaboration with Internationally Acclaimed Media Artist and Director Refik Anadol
Pioneer Artist Blends Tradition and New Frontiers of Technology to Reveal the Emotion Behind V.S.O.P Privilège
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NEW YORK, May 10, 2021 /PRNewswire/
Hennessy, the world s best-selling cognac, is proud to unveil an immersive masterpiece for the 2021 V.S.O.P Privilège Limited Edition that boldly recasts its savior-faire in an unexpected new dimension.
(PRNewsfoto/Hennessy)
(PRNewsfoto/Hennessy)
In a groundbreaking collaboration, Hennessy welcomed acclaimed media artist and director Refik Anadol to its historic seat in Cognac, France to observe the Tasting Committee at work. It marked the first time in the Maison s history that an artist was allowed to capture this time-honored ritual real-time via neuroscientific research methods – then use the collected data in collaboration with machine intelligence to create an unprece
Refik Anadol to create a temporary masterpiece celebrating the respected
V.S.O.P Privilège blend – now available in selects markets. Using 3D data mapping, Anadol interpreted and transcribed the
Hennessy Tasting Committee’s emotions into the color, shapes, reliefs and textures that appear on the bottle. A sharable digital platform is available via a QR code on the bottle and through an interactive retail experience, designed by the artist.
Hennessy V.S.O.P Privilège boldly recasts its savoir-faire in an unexpected new dimension. In a groundbreaking collaboration, Hennessy welcomed the pioneer and acclaimed media artist and director to its historic seat in