DFS Group champions craftsmanship with Hennessy X.O x Kim Jones launch

By Kristiane Sherry |

DFS Group has hosted a launch party to celebrate the collaboration between Hennessy and Kim Jones.

Travel retailer DFS Group has hosted a launch party for Cognac and couture influencers and connoisseurs at its T Galleria by DFS, Macau, City of Dreams to mark the release of the Hennessy X.O x Kim Jones collection. 

The partnership, described as the first of its kind, places culture, craftsmanship, ‘meaningful’ design and technology at the heart of the luxury sphere.

After a ribbon-cutting ceremony led by the top management across all stakeholders, guests and media from Hong Kong, China and Macau were able the view the three-piece collection up close.

Guided tastings of Hennessy Cognacs were available, supported by a dedicated cocktail menu. The spirit was also paired with sweet and savoury canapés. 

Design process inspired by Cognac

The collaboration has seen couturier Kim Jones create a pair of sneakers, a Masterpiece decanter presented in titanium, and a limited edition bottle. 

For the collection, Jones took inspiration both from Hennessy’s brand heritage, as well as aspects of the Cognac drinking process. He considered the colour of the liquid, the curves of the bottle and the way Cognac was transported historically in his design process.

Sneakers are part of the cross-category partnership.

As the exclusive offline retailer for the HNY LOW by Kim Jones sneakers, DFS has made the footwear available as its Cognac-meets-couture locations in Macau and Los Angeles.

The Masterpiece decanter will be available to DFS customers in Macau, while the limited edition bottles will stocked at DFS locations in Macau, Los Angeles International Airport, San Francisco International Airport, and at La Samaritaine in Paris.

“It is not often that we are able to witness a grand master step into another universe across categories,” said Christophe Marque, President Merchandising, DFS Group.

“To be the exclusive offline travel retailer for the Hennessy X.O. x Kim Jones sneaker demonstrates the trust Hennessy has placed in us – from understanding our audience’s desires, to providing an experience that honours the countless hours that have gone into this tremendous partnership of two icons. 

“We mark this only as a beginning for countless opportunities of similar calibre in the future.” 

The launch event saw Cognac cocktails served along with canapés.

Laurent Boidevezi, President Moët Hennessy Asia Pacific, Travel Retail & Private Sales, added: “I am confident that this unique collection, supported by the extraordinary activation campaign, will resonate with the next generation of luxury consumers, particularly Cognac connoisseurs and fashion aficionados. 

“Together with our esteemed partner DFS, we are delighted to offer consumers the opportunity to explore the incredible world of Hennessy X.O x Kim Jones and to witness this once in a lifetime partnership.”

DFS Group hosted its 11th annual Masters of Wines & Spirits event in March, with a dinner and exhibition championing over 100 of the world’s rarest fine wines, Champagnes and spirits.

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