Maison Hennessy presents a special collection of Hennessy X.O exclusive travel editions featuring meticulously crafted packaging by independent design agency Knockout. This exclusive release will be available across Global Travel Retail (GTR) and luxury retail epicentres such as Harrods in London, Charles de Gaulle in Paris and City of Dreams in Macau.

Originally created in 1870 by Maurice Hennessy for his circle of friends, Hennessy X.O has been a revolutionary cognac celebrated globally from its inception. This new limited edition pays homage to that original journey, embracing the culture of remarkable destinations while celebrating the distinctive silhouette of the Hennessy X.O bottle.

Knockout was handed a unique task: to craft a design that captured the essence of nine extraordinary destinations cherished by Hennessy as its homes away from home. These include Macau, Hainan, Singapore, Paris, Shanghai, Hong Kong, Taipei, Shenzhen, and a bespoke edition created exclusively for Harrods.

“This is Hennessy’s second travel collection, with the first achieving remarkable success by infusing a spirited sense of place into a luxurious consumer experience. Our task was to elevate this further with a design that is not only memorable but also quintessentially X.O, resonating with global consumers seeking rich, intriguing experiences,” comments Dom Burke, Founder and Executive Creative Director at Knockout. “Central to the brief was the aspiration for sustainability to be at the heart of the design. This presented a brilliant opportunity to combine cutting-edge innovation with the epitome of modern luxury.”

Departing from traditional packaging, this collection features bottles ensconced in protective cases crafted from fully recyclable paper pulp. Moulded to mirror the iconic silhouette of the Hennessy X.O bottle, these cases feature sensuous lines that echo and enhance its distinctive shape. “Beyond its sustainability, the beauty of this material lies in its ability to imbue depth and drama, enriching the brand’s narrative,” notes Burke. “Through the marriage of sustainable materials and premium treatment, the design embodies the ethos of sustainable luxury, achieving a harmonious blend of striking beauty and environmental responsibility.”

Each bottle is then adorned with a luxurious leather luggage tag, embossed with patterns inspired by the intricate architectural wonders of each destination. Developed with local insights and a keen eye for detail, these patterns authentically capture the spirit of each city, eschewing clichés for a more nuanced and emotive representation. Beyond packaging, these patterns are used across all touchpoints, including a suite of animated key visuals designed for use in GTR, a testament to the comprehensive approach taken by Knockout.

Labels on the bottles themselves showcase bespoke illustrations, encapsulating the energy and essence of each locale, while a carefully curated colour palette infuses vibrancy into the collection, giving it a modern and dynamic feel.

The Paris edition will be the first to debut, coinciding with the 2024 Olympics. The design captures the classical style and romance of the city through a captivating illustration of its most recognisable landmarks and buildings. The leather luggage tag is embossed with intricate architectural details inspired by the Eiffel Tower, celebrating the epitome of French craftsmanship, creativity, and engineering.

“Through this special release, we celebrate travel and Hennessy X.O’s legacy as the first cognac to journey around the globe, from Cognac to Paris to the Far East,” says Anna Bensahkoun, International Brand Manager at Hennessy. “The depth of consideration that our creative partners at Knockout brought to the project has resulted in an absolutely exquisite design. Navigating the intricacies of nine locations while preserving the unique identity and essence of each one was undoubtedly challenging, but they executed it with remarkable skill and finesse. Each edition is destined to become a cherished souvenir—one that, like all of life’s best adventures, stays with you wherever you go.”