This project was the launch of the 9th Installment in Hennessys’ V.S Limited Edition artist partnership, this time with Felipe Pantone at ComplexCon in Chicago.

WORKING IN SECRECY

Hennessy’s featured artist, Felipe Pantone, never reveals his identity to the public. From conceptualization to final installation, his presence during collaboration was highly protected, placing all consumer focus on the showcased artwork and bottle design reveal.

MOUNTING AN EXHIBITION

The final exhibition presented on the ComplexCon floor consisted of both physical and digital art, introducing the public to the artist's aesthetic. Hennessy ambassador, A$AP FERG joined consumers within the booth to tour exhibition and offer meet and greets to select super-fans.

INTEGRATING SALES

Booth was equipped with multiple points of sale, offering custom cocktails for guests to enjoy during the show, Hennessy V.S Limited Edition x Pantone bottle pre-sales, and cocktail kits. Cocktail sales exceeded expectations and surpassed all other spirits during ComplexCon

OUTPERFORMING THE COMPETITION

‣2 days of activation

‣3,629 cocktails sold

‣30,000+ show attendees

‣Nationwide specialty cocktail availability through retail and MHUSA accounts

‣Highest sales for sponsor spirits

Hennessy V.S Limited Edition New York Press EVENT

Tease the Hennessy V.S Limited Edition partnership with Felipe Pantone at an exclusive press preview event in the heart of New York City.

EXHIBITING ART FRONT AND CENTER

The star of the evening was a five piece art exhibition by Felipe Pantone, featuring education on the Hennessy and Felipe Pantone partnership alongside five Pantone artworks. Felipe Pantone was in attendance to introduce the exhibit, revealing his strictly hidden identity for the evening’s select group of guests.

SHOWCASING PARTNERSHIPS

To amplify the Hennessy V.S Limited Edition bottle, Hennessy collaborated with A$AP Ferg and Pantone to create the Hennessy REMIXED Cocktail Courier kit. The kit featured “The Dimensional,” an original cocktail. The boxed kit was prominently featured at the entrance of the venue.

CURATED COCKTAILOFFERINGS

A hero bar featured cocktails showcasing all aspects of the Hennessy V.S Limited Edition program. In addition to a traditional Hennessy Ginger cocktail, guests could sample “The Dimensional” cocktail from the REMIXED Cocktail Courier kit, as well as a signature cocktail inspired by Felipe Pantone.

INTIMATE EVENING WITH A BIG IMPACT

‣35+ influential media outlets in attendance.

‣212 press placements generated 391M impressions.