Hennessy Launches Renewal of Hope for this year of Rat 2020. A kick start of Chinese New Year with a renowned Chinese artist, Zhang Huan, to honour the beauty of nature’s perpetual cycles of renewal through distinctive artwork portraying the brand’s eaux-de-vie as a metaphor for the New Year. The event took place at Plaza Arkadia, Desa Park City.
Titled “Spheres of Hope”, the artwork – which will be featured throughout the campaign and on limited edition bottles specially designed for this New Year season – takes the form of a resonant dreamscape which exudes glittering radiance and a masterful interpretation of the infinite cycle of nature.
“Every year, the world’s cities shine with red lanterns celebrating the start of the Lunar New Year. It is a celebration of promising new beginnings and of a perpetual movement that Hennessy embraces generously. This is what we wanted to embody in this especially meaningful celebration. It exudes glittering radiance and a masterful interpretation of this infinite cycle of nature,” explained Thomas Bouleuc, Managing Director of MHD Malaysia.
For this launch, Hennessy also collaborated with renowned Malaysian landscape designer Lim In Chong, popularly known as Inch, to create the “Garden of Hope”. The tree installation, specially designed and built by Inch for Hennessy, is a realisation of twelve trees, holding individual coloured spheres inspired by shades of Zhang Huan’s artwork.
Visitors to Plaza Arkadia will be able to experience both Zhang Huan’s artwork and the “Garden of Hope” throughout the campaign duration, which will end on 8 February 2020. Huan’s artworks will also feature on Hennessy’s promotions and publicity throughout the campaign and on a microsite specially developed by Hennessy for the festivities.
At the microsite, users can find out more about the ongoing events, create their own New Year greetings to share on social media with friends, and play games to collect Kam points. With these points, users can redeem exclusive Hennessy bottles, free dinners and free drinks at participating restaurants and clubs.
The “Renewal of Hope” will also take on another benevolent facet which will see Hennessy fulfilling the hopes of eight people in the New Year – one from each of eight different categories – health, wealth, relationships, career, self, business, home and travel. In the true spirit of giving back, Hennessy has specially curated a gift for each category, which will amount to a total giveaway worth RM38,888. More details about this very special initiative can be found on the microsite.
On the night itself, we also get to enjoy a special crafted drinks that pairs with Hennessy.
More information about Hennessy’s “Renewal of Hope” can be found on the microsite which can be accessed by visiting http://innercirclevip.club/cny2020