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  • Writer's pictureDonavan R

Hennessy Create Virtual Retail experience on WeChat

Hennessy launched an interactive WeChat Mini Program that features a dynamic augmented reality replica of Hennessy’s flagship boutique at China Duty Free Group’s Sanya International Duty Free Shopping Complex.

This campaign highlights the Cognac house’s latest limited-edition release, the Hennessy V.S.O.P Privilège by Refik Anadol. The expression is the result of an exclusive collaboration with Anadol, a digital artist who developed a striking bottle design for the liquid.

The innovative WeChat Mini Program connects the online and offline shopping experience for visitors to Hainan by engaging with travellers before and during their trips.

To create an immersive experience, the digital brand boutique opens with a special musical score. Customers are then asked to draw a ‘mood curve’ based on the tune before watching the Hennessy V.S.O.P Privilège by Refik Anadol product video. On this page, customers can learn more about the product and the craftsmanship behind Hennessy’s latest release.

The bottle design was inspired by EEG readings taken from Tasting Committee members during the evaluation of Hennessy V.S.O.P Privilège’s eaux-de-vie.

Refik Anadol is known for using 3D Mapping and artificial intelligence to turn sensory experiences into data. For this collaboration, he turned the Tasting Committee’s emotions into a highly-visual artwork that brings the tasting experience to life.


The augmented reality digital boutique has five clickable elements and simulates real-life in-store browsing. Visitors can click through various zones to learn more about the limited-edition release, book a cocktail tasting session, discover Hennessy’s other star products, engrave their Hennessy purchases or receive special hotel vouchers.

In the ‘Mixology’ section, visitors can make an appointment to taste three different Hennessy V.S.O.P Privilège by Refik Anadol cocktails at the brand’s flagship store in Sanya.

The ‘Star Products’ page highlights eight different Hennessy expressions and offers detailed product information including alcohol content and product origins. Customers can also scan a QR code at the bottom of the page to follow Hennessy’s WeChat Official account and learn more about the brand’s history and Cognac heritage.

As an added O2O element, customers can select any Hennessy product, engrave it, and have it ready for pick-up at the CDF Mall by clicking the ‘Engraving’ button.

The bottom of the main page also offers a ‘Lucky Draw’ section, which invites users to participate in a raffle. A total of 15 miniature 50ml Hennessy expressions will be awarded to winners in June.

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