Maison Hennessy is celebrating this Chinese New Year with “SPRING”, a specially commissioned artwork by the renowned contemporary artist Liu Wei.
Coming on the heels of a particularly challenging time, the Year of the Ox is traditionally associated with openness, talent and confidence. In that spirit, the Maison Hennessy granted Liu Wei carte blanche to herald an auspicious period that carries the promise of hope, togetherness and bright horizons in creating artwork and designing its special Chinese New Year edition of the Hennessy collection. In its annual cultural celebration of the Chinese New Year, Hennessy reaffirms its inherent values of constancy and dedication to craft through special edition artistic collaborations. It found a kindred spirit in Liu Wei, whose dynamic, abstract painting “SPRING” brims with colour, movement and a sense of transformation.
The emotional resonance of the piece, which was designed to remain open to individual interpretation, is rooted in a constant quest for what the Beijing-based artist calls “a certain kind of beauty within a world of possibility”. That quest mirrors the time-honoured savoir-faire Hennessy Master Blenders draw upon to craft exceptional cognacs, generation after generation.
“In cognac-making, there is space for infinite imagination. It’s about exploring the unknown and taking nothing for granted.” – Liu Wei
The Maison Hennessy’s storied history and its technique of assemblage fascinated and impressed the artist when he first visited Cognac. From the surrounding vineyards to the distilleries and the Founder’s Cellar, the rhythm of life at Maison Hennessy is always guided by the present, and informed by a unique heritage of questioning, exploring and perfecting a craft.
“Cognac-making is an art because discerning aromas and flavours also depend on emotions. There is space for infinite imagination,” observes Liu Wei. “This cognac-making is limitless. It’s about exploring the unknown and taking nothing for granted.”
“Maison Hennessy is sort of a culture unto itself. In Cognac, I realised how much time and patience it requires crafting a barrel or perfecting a blend. In a world where so many people work like machines, Maison Hennessy focuses on the excellence of the gesture. We both bring the world’s beauty to life through art: what we create is a contemporary expression of emotion,” says Liu Wei.
For Hennessy, Liu Wei conceived “SPRING” as a sensorial invitation to experience the season of rebirth through an almost kaleidoscopic painting that imparts a feeling of joy. A visual echo to the depth of Hennessy cognacs, the painting appears spontaneous and organic; its vibrant shades of fuchsia, blue, green and yellow buoy the spirit. The artist’s choice of medium – like his recurring shapes – is the fruit of reflection and resistance, a gesture of self-expression and a creative metaphor for the many directions one may choose to take in life.
In Malaysia, Hennessy aims to use the Liu Wei collection to spread the message of joy and optimism this Chinese New Year, while illuminating 2021 with hope.
The brand will also launch a local social movement to spread the cause, in which all consumers are welcome to participate. All they need to do is:
1. Post onto Instagram a nostalgic photo of themselves from 2020, and another coloured photo of an illuminated moment coming into 2021 with hope of possibilities.
2. Include the hashtags #HennessyMY #IlluminateCNY2021.
3. Make sure the profile is set to public.
Commenting on the brand’s Chinese New Year activation locally, Thomas Bouleuc, Managing Director of Moët Hennessy Diageo (MHD) Malaysia said, “Around the world, the season of Spring is highly regarded as one with beautiful colour and natural beauty, much like Liu Wei’s artwork. This, in many ways, illustrates the multi-cultural charm that we celebrate here in Malaysia, including Chinese New Year, which is one of the biggest celebrations locally.”
“As a brand, Hennessy has always strived to not only be present, but relevant to our consumers. As a true masterpiece, the brand sets unparalleled standards of enjoyment for today’s discerning consumers, while delivering a totally redefined and complementary experience, as part of our deep-seated commitment to providing an elevated Chinese New Year celebration this year,” he added.
The Hennessy Chinese New Year collection is now available at key retail outlets such as Jaya Grocer, Boozeit, Mercato, Giant and AEON, Chinese medical halls and e-commerce partners. The collection comes with specially curated packages and gifts with purchase to enable consumers to celebrate the festive occasion at home.
More information about Hennessy can be found at Hennessy Malaysia’s Facebook page.