ASIA PACIFIC. Moët Hennessy Travel Retail has unveiled a series of Chinese New Year activations for Maison Hennessy across key Asia Pacific markets. Locations include Melbourne Airport (with Lotte Duty Free), Zhuhai (Zhuhai Duty Free), Macau (DFS Group) and Taoyuan International Airport (Ever Rich Duty Free).
The festivities bring to life the brand’s heritage through storytelling, collaborations and sampling.
As reported, a limited-edition Chinese New Year collection crafted by Chinese artist Yang Yongliang is a highlight. This draws on inspiration from Yang’s digital masterpiece, titled Dragon’s Odyssey. The collection blends traditional drawings with contemporary digital technology.
A Dragon’s Odyssey at Melbourne Airport
In collaboration with Lotte Duty Free, an elegant 15sq m activation space has opened in departures at Melbourne Airport to support the collection’s launch in Oceania travel retail. A golden dragon symbolising joy and prosperity adorns the entrance, with the aim to capture the attention of shoppers and drive footfall.
At the activation, limited-edition offerings including the special 2024 Chinese New Year Hennessy X.O and Hennessy V.S.O.P are available. Customers also have the opportunity to claim Hennessy red envelopes to share Lunar New Year wishes with friends and family.
A Lunar New Year celebration in Macau
In Macau, Hennessy has debuted the Hennessy 2024 Chinese New Year limited-edition collection at T Galleria by DFS, Macau, Shoppes at Four Seasons and City of Dreams and in a dedicated pop-up at the Shoppes at Four Seasons.
To celebrate the new year, molecular tastings [cocktails that are deconstructed and encapsulated into tiny spheres that burst with flavour upon consumption -Ed] are available at the boutiques and the pop-up, while the collection at the Shoppes at Four Seasons boutique is accompanied by Hennessy cocktails and calligraphy services during the weekends.
Shoppers could visit the House of Hennessy in Four Seasons Hotel Macau from 16 December to 14 January to indulge in cocktails by an expert mixologist and receive personalised greeting cards handcrafted by a calligrapher.
Interactive experience at Zhuhai Duty Free
The Hennessy Chinese New Year 2024 campaign has also been introduced with an immersive 45sq m pop-up experience at Zhuhai Duty Free at the Gongbei border arrivals store. The pop-up is open until the end of February. Visitors can explore the Chinese New Year 2024 Limited Edition offerings of Hennessy X.O and Hennessy V.S.O.P Deluxe.
The interactive experience features larger-than-life displays of the legendary dragon and Yang Yongliang’s artwork. Visitors can also personalise a poster card with the help of an AI-powered robot to include Chinese New Year wishes.
Lunar New Year revelry in Taipei
The Hennessy activation at Taiwan Taoyuan International Airport Terminal 2 departures also features molecular tastings and culinary experiences.
Until 24 February, visitors can experience local delights such as Mullet Roe and Date Cake pairings with Hennessy X.O and V.S.O.P.
Consumers also receive exclusive Hennessy offerings such as red packets gifted with every Hennessy purchase. In addition, a special tote bag can be obtained with a Hennessy purchase of NT$3,700 (US$118) or more. ✈
