Artistic collaboration Hennessy × Zhang Guangyu
Chinese New Year Limited Edition
About the Collaboration
Hennessy Chinese New Year Edition
For Chinese New Year 2019, Hennessy collaborated with emerging Chinese artist Guangyu Zhang in an artistic collaboration to reimagine the Hennessy V.S.O.P Privilege design as a limited edition. This creative project combines heritage, cultural storytelling and contemporary visual language. As a result, it celebrates renewal, tradition and craftsmanship through both packaging and campaign experience.
This limited edition packaging captures the spirit of the Lunar New Year in a refined design. At the same time, it bridges Eastern heritage and Western craftsmanship. Therefore, it strengthens Hennessy’s artistic identity while connecting to festive cultural narratives.
Inspired by the Year of the Pig, the design highlights cyclical forces and harmony through rich digital collage. In this way, it becomes a visual metaphor for Hennessy’s legacy of blending and the craftsmanship of its master blenders.
Campaign Activation
From Art to Experience
The launch was supported by limited-edition Hennessy V.S.O.P Privilege bottles and a premium presentation box, immersive key visuals and digital campaign assets. This art-led brand campaign extended across digital platforms with artist video and 3D animation, bringing the artwork to life throughout the Lunar New Year campaign in key Chinese markets.The campaign was further amplified by an immersive experiential pop-up translating the visual story into a physical setting through curated displays and interactive content, showcasing Zhang Guangyu’s artistic vision and reinforcing Hennessy’s heritage.
Visual Codes
Campaign Assets
- Design
- Experience
ABOUT THE ARTIST
Zhang Guangyu
Guangyu Zhang is a Chinese digital artist who has collaborated with global brands such as Hennessy and Carlsberg. After graduating from Central Saint Martins with a Bachelor of Fine Arts, he began his career exploring traditional Chinese ink textures and color systems through digital art and experimental printing techniques. He produces limited-edition pigment prints on fine art paper.
Today, his practice has expanded to include large-scale oil and acrylic paintings, as well as 3D animations that extend his visual universe into immersive digital forms. Guangyu Zhang’s work blends traditional Chinese ink painting with contemporary pop culture, disrupting classical aesthetics through the integration of architectural elements, anachronistic objects, and surreal compositions. His practice creates a dialogue between heritage and modernity, offering visually striking narratives that resonate strongly with contemporary audiences and forward-thinking brands.
OTHER WORKS
Luxury cognac limited edition for the Year of the Horse with a Chinese contemporary artist.
Maison Margiela collaboration with young textile artist: New Year, New Fragrance.
A collector’s Zodiac limited edition where the Horse embodies the passage of time.
