Moët Hennessy Diageo Malaysia has confirmed the 2021 Hennessy V.S.O.P Privilège Limited Edition by Refik Anadol is available now in Malaysia.
Hennessy invited world renowned media artist and director Refik Anadol to take a historic seat in Cognac, France, to observe the Tasting Committee at work. It was an unusual move as never ever before in Maison’s history has anyone been allowed to sit in with the Tasting Committee and to witness them do what they do best.
Using 3D data mapping, Refik Anadol interpreted and transcribed the Tasting Committee’s emotions into the colour, shapes, reliefs and textures that appear on the 2021 Hennessy V.S.O.P Privilège Limited Edition. What was once an invisible sensory experience has suddenly become tangible: the power of balance appears in a harmonious and poetic surface design. Data becomes art in a visual metaphor for a blend; like the cognac itself, Sense of Heritage is designed to be appreciated on an individual, sensorial level.
To augment this journey, Refik Anadol designed an “Infinity Room” for projecting images of the data he collected in Cognac. This completely immersive art experience will be revealed in selected locations worldwide. A sharable digital platform will also be unveiled via a QR code on the bottle and through an interactive retail experience, designed by the artist. Lastly, Hennessy is proud to unveil a cocktail especially designed to accompany the reveal of Sense of Heritage by Refik Anadol.
“I’m absolutely amazed by the work Refik did and how he made something intangible and invisible, visible. We can literally see and touch the sensations and feelings of the Tasting Committee as they savour and approve of the blend. Unique collaborations like this have always been something Hennessy looks for as we try to innovate but at the same time preserve our heritage and history,” says Thomas Bouleuc, Moët Hennessy Diageo Malaysia and Singapore’s Managing Director.
The 2021 Hennessy V.S.O.P Privilège Limited Edition by Refik Anadol will be available for purchase at selected participating outlets and e-retail partner in Malaysia.
Each purchase of the Limited Edition bottle comes with a special invitation to the pop-up activation located in One Utama Shopping Centre Old Wing, Ground Floor, from 25th to 27th June**, providing consumers an immersive sensorial experience of Anadol’s work. Each consumer will be required to register via a microsite: hennessy.vip/refikpurchase to book their slots.
*7th May – Amended on some factual information.
** 4th June – changed of date. Date might subject to change with ongoing situation in Malaysia