Hennessy and designer Shuting Qiu collaborate on immersive Asia Pacific Lunar New Year campaign

In celebration of the Year of the Snake, Hennessy partnered with acclaimed Chinese fashion designer Shuting Qiu to deliver an artistic and culturally rich Lunar New Year pop-up campaign in Asia Pacific travel retail.

The campaign’s centrepiece was the limited-edition ‘Reimagination’ collection, designed by Qiu. The range showcased her signature style and featured a fusion of bold colours, intricate embroidery and abstract patterns that symbolise renewal and transformation.

Each bottle in the collection featured Qiu’s interpretation of the snake motif. The Hennessy V.S.O.P edition was wrapped in vibrant red florals with subtle snake-scale patterns representing heritage and the renewal of legacy.

Hennessy X.O featured rich red, gold and blue hues, with dynamic lozenge shapes inspired by traditional Chinese motifs and an embossed snake design. Hennessy Paradis was redesigned as a sculptural deep-red bottle adorned with a graceful snake motif and a leather collar, symbolising prosperity and refinement.

Each bottle was presented in sustainable packaging, aligning with Hennessy’s commitment to luxury and eco-conscious design.

To celebrate the line and usher in the Year of the Snake, colourful pop-ups across Asia Pacific travel retail offered travellers an opportunity to engage with the brand through artistic, culinary and cultural elements.

Singapore Changi Airport was the first and only travel retail location in APAC to showcase the Reimagination collection and pop-up from 24 November to 1 December. The activation featured a dedicated photo booth experience.

At the pop-up, visitors enjoyed local food pairings such as Kueh Lapis and Bak Kwa, complemented by specially crafted Lunar New Year cocktails. With the largest Hennessy pop-up footprint in the region, the Singapore activation has set the stage for subsequent roll-outs across APAC in 2025.

The Zhuhai Gongbei Port duty-free arrival store in China hosted a Lunar New Year pop-up until 28 February. Travellers created personalised Hennessy Travel ID cards by sharing their experience on social media or through Hennessy’s WeChat Mini Program, where they were also able to select a tag that reflected their travel identity for a memorable keepsake.

Notably, the activation offered a signature Hennessy Snake Cocktail complete with a travel-themed label which added an interactive and festive dimension to the experience.

The Taiwan Taoyuan International Airport pop-up combined curated local food pairings such as Ma Lao and dried scallops with Hennessy cocktails.

At T Galleria by DFS Macau, Shoppes at Four Seasons, Hennessy served traditional snacks such as sugar paintings and dried squid. The experience was linked to the House of Hennessy at Four Seasons and offered a seamless luxury journey for shoppers.

At Hong Kong International Airport, Hennessy hosted an immersive Lunar New Year activation with tasting sessions featuring molecular cocktails and gourmet pairings.

Exclusive gifts, including a premium decanter glass set and festive red packets, accompanied each Lunar New Year purchase. Additionally, a high-profile promotion at Hong Kong West Kowloon MTR Station extended the celebrations into the domestic market and offered exclusive local food pairings and special treats for Avolta members.

Hennessy extended the campaign to Australia and New Zealand. Auckland Airport hosted an activation from 26 January to 27 February, while Melbourne Airport ran the experience from 4 February to 3 March. Both locations showcased snake-shaped installations designed by Qiu and offered an immersive walkthrough experience.

At both airports, travellers were able to indulge in tastings of premium Cognacs, Hennessy V.S.O.P and Hennessy X.O, while a special molecular pearls cocktail was available at Auckland throughout the campaign’s run.

Moët Hennessy Managing Director Global Travel Retail Leonardo Ferracina commented: “Our collaboration with Shuting Qiu for Lunar New Year celebrates one of the most cherished and culturally significant periods in Asia. This festive season symbolises transformation, renewal and togetherness, values that resonate deeply with the region.

“By bringing this unique activation to key APAC locations, we aim to engage and inspire travellers with innovative experiences that blend Hennessy’s heritage with contemporary artistry. The collection embodies the elegance of Hennessy and invites travellers to embrace the spirit of new beginnings as they journey into the new year.”