Positive Disruptors

TripurX and Hennessy partner for creative digital experience

In this latest in our regular column with Tito’s Handmade Vodka, we report on the development of an engaging, educational e-shop offering an AR-replica of Hennessy’s flagship boutique at CDF Mall, which offers cocktail tasting sessions, limited-edition releases and hotel vouchers.

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The fifth major collaboration between Chinese consumer platform TripurX and Cognac house Hennessy is among the most imaginative and creative the partners have yet delivered to a travel shopper audience. They recently 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. The digital brand boutique — which was launched in April — also 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.

Augmented reality meets omnichannel: The Tripur-developed e-shop offers an interactive AR-replica of Hennessy’s flagship boutique at the CDF Mall

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.

Music to fit the mood: A special musical score greets customers as they open the digital brand boutique. They are then asked to draw a ‘mood curve’ based on the tune before swiping down to learn all about Hennessy’s latest limited-edition release.

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.

A star line-up from Hennessy: The ‘Star Products’ section offers eight of Hennessy’s best-selling liquids and also includes a QR Code which directs customers to Hennessy’s WeChat Official Account

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.

(Left) Customers can engrave their Hennessy purchases and pick them up at the CDF Mall (middle) 15 50ml Hennessy bottles will be awarded as prizes during the lucky draw (right) Grand Hyatt Hotel vouchers are also available at the ‘Hotel Privileges’ section

The digital Lucky Draw section has also been integrated with an augmented reality photo booth at the Hennessy flagship boutique in Sanya. In-store customers can scan a QR Code at the photo booth to participate in the lucky draw and receive an AR-photo as a souvenir. Finally, the ‘Hotel Privileges’ section gives users a voucher which can be redeemed at the Grand Hyatt Hotel in Haitang Bay. The voucher offers discounts up to -40% across three different restaurants in the hotel.

Virtual meets reality: In-store customers can also participate in the lucky draw by scanning a QR Code at the AR photo booth in Hennessy’s flagship boutique at the CDF Mall in Haitang Bay

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The Moodie Davitt eZine Issue 295 | 18 May 2021

The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail sinead@moodiedavittreport.com

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