Cognac house Hennessy has teamed up with Australian designer Marc Newson to create a rather special edition of Hennessy X.O.
Many companies are looking to up their design game, especially in the compeditive world of luxury spirits, where the contents stay the same but the presentation needs to catch the attention of affluent consumers. The newest collaboration between acclaimed cognac house and inspirational Aussie designer has created a bottle fit for the gods.
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The Hennessy X.O 2017 limited edition bottle by Marc Newson is a dynamic, streamlined variation on the bottle’s iconic shape and one which breaks convention and propels Hennessy X.O, the world’s original Extra Old Cognac, towards exciting new horizons. As distinctive as a work of modern design, the bottle’s new lines amplify the blend inside – unchanged since 1870 – while placing Hennessy X.O on a modern aesthetic frontier.
Newson’s limited edition design gives the signature Hennessy X.O bottle a wholly unexpected twist. Once he had pared the bottle’s shape to its purest form, the designer chose to reprise its traditional decorative motifs – grapes and leaves – in a corrugated relief. These striations are perhaps the most daring design elements ever incorporated on the iconic Hennessy X.O bottle.
“Straight lines seemed to me a more modern interpretation of what already existed,” says Newson. “To me, the stripes really emphasize the strength of the decanter’s shape. When they catch the light, they highlight both the bottle and the contents, making the whole feel warmer and more tactile. Taken together, all of these design elements are meant to convey the unique, immersive experience of Hennessy X.O.”
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To reinforce the modern spirit of the new Hennessy X.O bottle, Newson and Hennessy have reached beyond the usual confines of spirit bottle design to create a modern gift box presentation. To dramatize the fusion between the blend and the glass, Newson has designed a clear transparent gift box, requiring cutting-edge manufacturing. The outer packaging design perfectly conveys Hennessy X.O’s forward-looking spirit.
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