Create a custom experience linking music and taste while discovering the new XXO Cognac. Design a music concept blending a tribute to the past with a more contemporary approach to the brand’s community. Build XXO’s awareness and recruit new Hennessy lovers through an audacious music selection: urban x international pop x electro tinted with french & asian twist. Focus on a younger target without forgetting Hennesy’s loyal customers.
Creative Direction :
Tailor made-in-store playlists matching with the XXO ’s travel retail concept & Hennessy music global DNA. Downloadable QR code linked with a dedicated Spotify x Hennessy playlist.
Technical Set Up:
Ten pop up stores in Asia and Europe + SPECTRE Dashboard to monitor and adjust the content in real time for the Hennessy Team and SPECTRE operations.
Hennessy (part of the LVMH group) is a cognac brand based in France, created in 1765 by Richard Hennessy. Today the Mansion is the largest producer and exporter of Cognac in the world with more than 1,000 employees.
The Hennessy XXO “extra extra old”, created in 1870 alongside Hennessy XO opened a new era within the world of spirits. Yann Filioux, 7th generation Master Blend decided to re-create Hennessy XXO in 2018 and developed the product around the idea of “see what others don’t”. Within Travel Retails the traveler can experience a unique Hennessy XXO tasting through food pairing, gifting service and immersive music atmosphere.