Continuing a legacy of artistic collaboration that spans centuries, Hennessy welcomes multi-disciplinary artist Ryan McGinness as the designer of the new Hennessy V.S Limited Edition bottle. McGinness' take on the Hennessy VS label features a radiant pattern in fluorescent colours that glow under black light.
Known for using the visual language of contemporary symbology, the New York-based McGinness is credited with elevating the status of the icon to fine art. His works have been exhibited in museums around the world.
The new Hennessy VS Limited Edition is the fifth in a series that has included critically acclaimed artists, KAWS, Futura, Os Gemêos and Shepard Fairey. McGinness acknowledges the strong similarities between his artistic approach and the creation of Hennessy Cognac: "My process of combining elements and compounds to form mixtures parallels Hennessy's artful blending of eaux-de-vie to create cognac. The shared approach to our crafts is part science and part art."
The label on each individually numbered 750ml bottle features an innovative brand first: a radiating pattern in bright fluorescent colours that is illuminated when the bottle is placed under a black light.cGinness also re-interpreted icons within Hennessy's motif, including the brand's coat of arms, and highlighted the bottle's metadata – information found on the back of the label in fine print – through unique visual symbology.
"Ryan McGinness' work reflects a fresh, energetic use of multiple elements - from colours to icons - to create designs of enduring impact. We are thrilled to be partnering with Ryan McGinness during our 250th Anniversary year. This new Hennessy VS Limited Edition bottle design embodies his passion and commitment to his craft, the same characteristics Hennessy has pursued since 1765," said Rodney Williams, Executive Vice President of Spirits, Moët Hennessy USA.
Ryan McGinness will embark on a global tour with Hennessy beginning in August.