DFS pairs with Hennessy & Kim Jones in ‘marriage of Cognac and couture’

By Luke Barras-hill |

DFS is working with Hennessy to promote the Cognac houses’s partnership with design maestro Kim Jones.

DFS Group will launch via its global network of offline stores the Hennessy X.O x Kim Jones collection.

The ‘highly coveted’ three-piece collection has been designed by world renowned British artistic director Kim Jones and is to be unveiled to DFS customers at its 11th annual DFS Masters of Wines and Spirits, held in T Galleria by DFS, Macau, City of Dreams on 17 March.

In recognition of the impact both companies have had on the universes of design, luxury, craftsmanship and culture, the new Hennessy range boasts a collectible sneaker, masterpiece decanter and limited edition bottle.

The HNY LOW by Kim Jones sneaker, which will be displayed in DFS’ Macau and Los Angeles International Airport stores, takes its inspiration from the early basketball shoe to produce a light Cognac-coloured product with nubuck leather.

Meanwhile, the Masterpiece Decanter features a gradient blend of cognac shades and benefits from 3D printing technology.

A specially developed titanium casing acts as a ‘second skin’ to mimic the same effect draping has to couture while mirroring the way Hennessy bottles have been historically carried during transportation: using delicate tissue paper.

Two hundred pieces are available worldwide, with five Masterpiece Decanters showcasing at T Galleria retail outlets in Macau.

Two hundred sculptured Masterpiece Decanters are being made available worldwide, five of which will be on display at T Galleria by DFS retail outlets in Macau. Pictured is the bottle encased in a visually appealing aluminium carafe, which is also available to purchase separately.

Available to DFS customers in North America and Macau, the Hennessy X.O x Kim Jones collection is rounded off with a carafe encased in aluminium.

This is designed to impress upon customers the notable curves of Hennessy’s bottles. The carafe is available for purchase separately.

Activation campaign

A supporting campaign will be activated across the DFS travel retail network, including at La Samaritaine, at the travel retailer’s Cognac meets couture boutique installations across North America, and at T Galleria by DFS, Macau, City of Dreams.

Christophe Marque, President Merchandising, DFS Group said: “We are tremendously excited and honoured to be the exclusive offline luxury travel retail destination to unveil the Hennessy X.O. x Kim Jones sneaker, in what depicts the intricate craftsmanship found within Cognac and couture.

“We are also delighted to be able to provide access to every piece of the collection to our customers, from the Masterpiece Decanter, limited edition bottle to the collectible sneaker. As a multi-category retailer, we have the platform to reach connoisseurs of both spirits and fashion, who will be thrilled to witness this once in a lifetime partnership.”

The HNY LOW by Kim Jones sneaker takes its inspiration from the early basketball shoe to produce a light cognac-coloured product with nubuck leather.

Laurent Boidevezi, President Moët Hennessy Asia Pacific, Global Travel Retail & Private Sales, added: “Hennessy X.O and Kim Jones is an exquisite celebration of creativity and disruption. The collection demonstrates the best of both worlds – the world-renowned   cognac   making   of   Hennessy   X.O   and   the   cutting-edge couture crafted by British Artistic Director, Kim Jones.

“It marks the first time that the designer has partnered with a spirits brand, demonstrating the undeniable impact both Hennessy and Kim Jones have had in the world of design, luxury and culture as a whole.”


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