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Experiential POP-UP

Role: Creative Strategist

Hennessy Extra Old Cognac knew they wanted a mobile engraving station in a high traffic area during the 2018 holiday season, but they needed a hook. What would set their engraving station apart from the competition? How would consumers also use it to discover this other brown luxury spirit? 

We know that the flavor journey of Hennessy X.O can be roughly broken up into seven tasting notes, that scent plays an outsize role in enjoying Cognac, and that aroma is one of the most powerful tools for connection and memory. So we conceived of a pop-up in Columbus Circle that let people discover the beverage via scent: the Hennessy X.O Odyssey Experience.    

Within the compact footprint, multi-sensory vignettes illustrated how each sip of Hennessy X.O takes you on a personalized taste odyssey. If guests personalized their bottle with a bespoke message, they also received a complimentary Diptyque candle. Partnering with French company Diptyque spoke to the heritage of Hennessy, as well as driving home the power of scent. 

* High resolution images coming soon.

Creative Strategist: Amy Allen Art Director: Tyler Resty Account Lead: Christine Reardon