This year, Hennessy is proposing a most surprising collaboration with artist Shepard Fairley, one of the world’s most renowned underground artists.
The meeting between Hennessy and Shepard Fairey is rooted in the values shared by the artist and the House: the quest for excellence, authenticity, innovation… “There’s a unique connection between the way I work and the way Hennessy operates,” remarks the artist on the many parallels that can be drawn between his art and the work of the House.
To work on a canvas as singular and emblematic as the Hennessy Very Special bottle, Shepard Fairey obtained privileged access to the archives of Hennessy in Cognac.
His research opened up new perspectives on the brand’s visual universe and its traditional processes: “I was extremely impressed by the care and time that goes into the distillation and ageing of the different eaux-de-vie. I was also very inspired by all the know-how involved in
making Hennessy Very Special and the other Hennessy cognacs. I find it a very
artistic process, which I can really identify with”.
Welcomed into the heart of the House, the artist discovered processes similar in many ways to his own creative process: “When I analyze the history of Hennessy and the way in which the eaux-de-vie are preserved and then blended, I see a real connection with the way I proceed as an artist. I’ve invented, experimented with and developed numerous artistic techniques, which I continue to refine over the years. The more techniques I have at my disposal, the more options I have to bring to fruition the ideas I have in my head to create the most perfect work. In the same way, it takes a wide variety of eaux-de-vie to create the perfect Hennessy Very Special blend. Our approach, our approach and our processes are really very similar.”
“My inspiration for creating this limited edition comes from the unique heritage of the House of Hennessy,” says Shepard Fairey of his design for Hennessy Very Special. “For me, Hennessy has always been synonymous with quality, authenticity, tradition and elegance.”
Already familiar with the House of Hennessy before taking part in this project, Shepard Fairey nonetheless willingly embarked on a more in-depth exploration of the House’s history and savoir-faire, with the desire to combine his art with Hennessy’s heritage. When conceiving his design, the artist also wanted to exploit every available surface on the bottle: “I like the idea of creating a close relationship with the owner of each limited edition. I want everyone to be able to see my work and realize that every space has been used and reinvented: the label, the neck, the macaron”.
The star-spangled icon at the center of the bottle symbolizes both Shepard Fairey’s eternal quest for artistic perfection and the mantra he offers Hennessy Very Special lovers: “Always keep your eyes, mind and palate open to beauty, passion and challenge”.
The “Obey” icon, meanwhile, represents a tribute to his own artistic heritage: “I’ve always wanted to evolve my work while maintaining a visual link through certain elements that have marked my work over the years, so that people realize that my body of work somehow represents the perpetual progression of the same idea and style.”
The assemblage of colors used on the label underlines the direct parallel between Shepard Fairey’s palettes and Hennessy’s graphic identity: “What was interesting for me was that a lot of the colors and elements I like to use in my work were used at Hennessy: gold, black, red and this very particular cream color”.
Borrowing key elements from Hennessy’s history and some from its own design heritage, the bottle of “Hennessy Very Special Limited Edition by Shepard Fairey” represents, according to the artist, the perfect balance between tradition and innovation: “It was great for me to imagine how I could translate my art onto this iconic bottle, trying to retain the essence of everything that makes it beautiful and sleek, while bringing my own spirit and personal touch”.
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