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Hennessy collaborates with street artist Futura for launch event

After a whirlwind global tour beginning in the US, Europe and Asia, street artist Futura arrived in Australia to launch the Hennessy V.S. Futura limited edition bottle at an event that celebrated the art of blending the world’s best selling cognac with street art.

The event, organised by Zing, saw over 200 people gather at Melbourne’s Donkey Wheel House for the exclusive launch event.

Industry suppliers Select AV, Valiant Hire, Q Signs and Showcards teamed up to create an amazing event atmosphere as guests were treated to catering by Tommy Collins Events.

Not content with simply designing a label, Futura chose to immerse himself in the creation process of Hennessy cognac to better represent the brand through his design. A trip to Cognac, France saw Futura being guided through Hennessy’s oldest facilities to experience firsthand the art of blending – a ritual craft unchanged for centuries that makes the world’s finest cognacs.

Street artist Futura was the guest of honor at this event which launched the limited edition custom designed bottles.

“Hennessy has always cultivated ties with the artistic world and we are excited to now be extending our support to street artists, with Futura being one of the most influential graffiti artists to date,” said Hennessy Australia’s brand manager, Damon Ross-Walker.

Futura began his career as a graffiti writer in his teens and is known for being a leader of the ‘abstract grafitti’ movement, inspiring an entire generation of artists. He says, “It is a real honour to design for a brand that supports, and has such a strong connection to art. I wanted to create a design that was completely unique yet true to myself.”

The bottle offers a new experience for Hennessy fans with its eye-catching abstract lines and its forward-thinking use of colour and form that speaks to the innovative style of the artist. “The limited edition design is a true masterpiece and one that appropriately captures the essence of the Hennessy brand,” added Ross-Walker.

The collaboration will see Futura place his signature atom design on 360,000 individually numbered bottles worldwide.