by Alain Gayot
While some Cognac houses have hired rappers to promote their brand, Hennessy decided to up their street cred with a street artist. The 247-year-old house commissioned American street artist Futura to design their new VS Limited Edition bottle. Futura (born Leonard McGurr) is the leader of the “Abstract Graffiti” movement, known for its focus on lines rather than letters. His colorful design will adorn 200,000 bottles, which retail for $32 each.
Last night, we witnessed the unveiling of the Futura-designed Hennessy VS Limited Edition bottle at Milk Studios in Hollywood. Not only was Futura himself there creating art in real time, but Diplo was spinning and singer Santigold entertaining celebrities like Usher and Olivia Munn. Special cocktails served at the event included Hennessy VS Punch (Hennessy VS, Amaretto, Grenadine, Bitters), Hennessy VS Berry (Hennessy VS, Cranberry, Pineapple, Lime), Hennessy VS Ginger (Hennessy VS, Apple, Lime, Ginger Ale) and Hennessy VS Side Car (Hennessy VS, Grand Marnier, Lemon). Proceeds from the event benefited the Pratt Institute, a private art college located in Brooklyn.
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