After a first Web3 project at the beginning of the year, the cognac house presented an NFT initiative associated with physical experiences.
A narration around the cafés of the 20th centuryAnd century.
A few weeks after revealing a bottle signed by the Berluti men’s fashion house, Hennessy is once again entering the NFT market. The cognac brand has joined forces with the decentralized autonomous organization Friends with benefits – FWB -, an organization that brings together Web3 players internationally. Together, the two entities founded the Club Cafe 11 inspired by the legendary Parisian brasseries of the 1920s.
First strategic step of the project: establish and build a community. Thus, 1,765 NFTs were created in reference to the foundation year of Hennessy. These were designed as a colorful artwork imagined by artist and FWB member John P. Dessereau. Digital coins are accessible on the OpenSea marketplace and available at various prices through the digital currency Ethereum.
Second part of the program: pair a Web3 collection with a physical experience. An ambition carried forward by many luxury brands, such as Remy Martinallowing you to reach a digital audience and a wider target, more attracted by the initiatives in real life. With this in mind, Hennessy will be offering several activations to Club 11 members, including cognac tastings, musical performances, culinary operations, and cultural and technology exchanges. The first event will therefore take place during Art Basel in Miami next December, where the formed community will be able to enjoy various activities.
The house led by LVMH thus intends to strengthen its presence in Web3 after presenting its first NFT project in January. As with the Café 11 club, Hennessy’s operation offered a physical version of a bottle of cognac and exclusive access to brand ownership. While more than one in two luxury players is preparing to launch an NFT project before 2025, according to a study by Bathroom and company, digital currencies continue to be at the heart of companies’ digital roadmaps. Of the ultra-popular digital activations capture guarantees of a young and connected community and vectors of both technological and creative innovations.