Autumn Festival
HENNESSY MID
CLIENT: HENNESSY
CITY: MADRID
SERVICES: EVENTS
BEYOND PACKAGING
Our work began with a detailed customisation of the packaging for their most premium cognac on the occasion of the Mid-Autumn Festival, an event of great symbolism for the Chinese community. We were charged with coordinating the art direction and executing the shooting of the celebration, highlighting the significance of such a bottle, with a sober aesthetic and recreating different moments of consumption. The art direction had to distill the character of the brand and coexist with the more traditional side of Chinese culture.
Once the day arrived, we wanted to evoke the elegance and prestige of a legendary brand by designing different details that integrated perfectly with the space and the celebration, creating a precious atmosphere.
The Mid-Autumn Festival is a traditional family gathering in which the full moon is decorated with ancestral symbols from Chinese mythology: from magical clouds to a rabbit that lives on our terrestrial satellite, we selected the most meaningful symbols for our event.
This palpable link with ancestral traditions gave a powerful, empathetic structure to this unforgettable experience. An alfresco dinner under the fullest of moons was paired with the finest and best cognacs in the world, mooncakes, friends and family.
The result was a dinner in 5 acts where each of the elements that were displayed on the stage – the moon, the rounded shapes, the golden colours or the gastronomy – respected the personality of the brand and the rhythms of the space in which we were.