Hennessy Mid-Autumn Festival Edition

The Objectives
For the 2026 Mid-Autumn Festival, Hennessy commissioned Appartement 103 to create the new limited-edition design for V.S.O.P and X.O, in collaboration with with global icon and the Maison’s ambassador Jackson Wang. The objective was to strengthen desirability during a key festive moment, while engaging a new generation within the global Asian community. Rooted in the idea of “Reimagining Tradition”, the project aimed to present Hennessy as a Maison with heritage, but also as a brand that remains contemporary, expressive, and open to new rituals of enjoyment.

The Challenge
Our challenge was to reinterpret the Mid-Autumn Festival in a way that felt more modern and culturally resonant, without relying on traditional clichés. We developed a design language inspired by the tasting experience itself, the warmth of cognac, the elegance of tea notes, and the brightness of icy freshness. Through color, light, and layered textures, we sought to translate this sensory journey into a visual and tactile expression that could connect heritage with a younger, more contemporary audience.

The Result
The result is a luminous, collectible limited-edition collection that brings together cognac, tea and ice in a bold contemporary way. For V.S.O.P, radiant reds and oranges, paired with vibrant magenta tones, evoke the warmth of the cognac blend infused with tea. For X.O, deeper amber hues and silvery accents express a more premium, intimate balance between the warmth of the blend and the freshness of ice. Across both editions, refined tactile finishes enhance the sensory experience while capturing the spirit of gathering, sharing, and gifting at the heart of Mid-Autumn Festival.