Hennessy Launches Speakeasy-Inspired NFT
Hennessy, the cognac brand from LVMH Moet Hennessy Louis Vuitton, has immersed itself in the metaverse with the launch of an NFT.
On Nov. 4, Hennessy launched a Web3 experience dubbed "Cafe 11" with decentralized autonomous organization Friends With Benefits.
The brand wanted Cafe 11, named after the hour when the Hennessy Tasting Committee meets, to serve as a “dynamic artistic space” inspired by “free-thinking cafe society of 1920s Paris” and be designed with Friends With Benefits, a hub of tastemakers, innovators and artists across the metaverse, according to a news release.
With a nod to Jazz Age speakeasies, the initiative brings the 250-year-old brand to Web3 through “intimate, curated spaces” for FWB members who hold a Cafe 11 NFT to meet, share and exchange ideas virtually. The NFT was designed by New York-based artist John Dessereau.
At launch, Hennessy introduced 1,765 NFTs for public sale, a tribute the year it was founded. Cafe 11 NFTs are priced at $450 a piece and are secured by the Ethereum blockchain and available at hennessy.cafe11.xyz.
"At Hennessy, we believe in supporting avant-garde creations,” said Laurent Boillot, president and CEO of Hennessy, in the release. “We also believe in the power of communities; embracing local cultures always has been at the heart of our process for more than 250 years. Like Hennessy, FWB has a deep-rooted passion for art and culture. And, like Hennessy, FWB brings together a vibrant community of diverse, inspiring creatives from every horizon: Hennessy and FWB are shaping a world of possibilities both digitally and [in real life]."
Hennessy is launching multiple physical experiences at cultural events in conjunction with its metaverse experience. Cafe 11 will host an inaugural event on Dec. 1 at contemporary art fair Art Basel Miami.
Inside the Cafe 11 community, members will discover various programs, including cognac tastings, special culinary and entertainment events, and cultural exhibitions and experiences.
Those who hold the Cafe 11 NFT will have access to “distinctive experiences.” Hennessy will unveil the full programming, which the brand says will include “unusual locations” such as the Chateau de Bagnolet in Cognac, France, after the Miami event.
A purchase of the NFT includes access to its Cafe 11 experience at Art Basel Miami, an original commemorative artwork NFT, proof of membership and early access to Cafe 11's soon-to-be-announced series of curated live and digital experiences.