Hennessy Chinese New Year Edition

Appartement 103, the branding and packaging design agency, has unveiled a limited-edition Lunar New Year collection created for Hennessy in collaboration with renowned Chinese fashion designer Shuting Qiu. The launch celebrates the Year of the Snake, a symbol of renewal, transformation, and vitality.

At the heart of the project lies Shuting Qiu’s original artwork: a striking composition that merges Chinese brocade patterns, jacquard fabrics, and embroidery techniques into a single tapestry. Appartement 103’s role was to reinterpret and adapt this piece into packaging designs for Hennessy’s V.S.O.P, X.O, and Paradis cognacs, ensuring each expression was represented with its own distinct personality. The V.S.O.P design embraces bold reds, floral motifs, and serpent scales to capture a youthful and dynamic spirit, while X.O conveys refinement and elegance through tonal contrasts, snakeskin-inspired details, and sophisticated embossing, foil, and varnish finishes. At the pinnacle of the range, Paradis is presented as a symbol of prosperity and timeless luxury in a sculptural red-lacquered decanter, encased within a bespoke wooden gift box adorned with a serpent-shaped embellishment and secured with a leather clip.

This collaboration allowed us to bridge the worlds of fine cognac, high fashion, and cultural heritage. Our mission was to translate Shuting Qiu’s intricate artistry into packaging that not only honors Hennessy’s legacy but also delivers a contemporary collector’s experience.

The final designs represent a harmonious fusion of French sophistication, Chinese artistry, and modern fashion sensibilities, marking a standout release for Hennessy’s 2025 Lunar New Year celebrations.