July 14 2022  |  Spirits & Tobacco

Hennessy presents “Senses of Henessy” immersive TR experience in Paris

By Jane Hobson

The cognac finder – a multi-sensory, touchscreen console – debuted this month at Les Caves Particulières at Charles de Gaulle Airport

Maison Hennessy has announced the premiere of “Senses of Hennessy,” a playful and innovative sensory experience within its travel retail landscape.

The “Senses of Hennessy” cognac finder — a multi-sensory, touchscreen console offering a personalized journey of discovery — debuted this month at Les Caves Particulières at the Paris Charles de Gaulle airport (Terminal 2E), the store created in collaboration with Group ADP, Lagardère Travel Retail and SDA.

This interactive sensory experience will also be showcased and presented at the “Open Kitchen,” on the LVMH booth at Viva Technology 2022 in Paris from June 15 – 18.


All travelers, newcomers or cognac connoisseurs alike, may now immerse themselves further in the emotion and passion behind Hennessy blends— even without a tasting.

“Senses of Hennessy” creates a heightened sensation of discovery by drawing on the senses of hearing, sight and smell in a way that appeals to all customers, regardless of their degree of familiarity or expertise in cognacs.

“We want to offer travelers a new way of discovering the Hennessy cognac collection. In that spirit, Moët Hennessy is pioneering luxury experiences by combining technology and emotion. We want to invite customers to step into the Hennessy universe and find the blend that is perfect for them,” says Edouard Dordor, Global Travel Retail Marketing & Business Director.

Developed under the supervision of Renaud Fillioux de Gironde, Hennessy's eighth-generation Master Blender, this interactive platform uses disruptive technology to rouse memories, spark interest and stir desire.

Nature and its influence on cognac-making is reflected through images, impressions, scents and sounds and help customers intuitively refine their appreciation of cognac. After selecting their preferred flavor and olfactory notes, visitors are guided through the intense, full and fruity signatures of Hennessy X.O, Hennessy X.X.O, Hennessy V.S.O.P, James Hennessy and Hennessy Paradis cognacs. The resulting profile may surprise: it just might be that their "perfect cognac" is one they've never tried before. Now, in less than 10 minutes, it has found them.


Since Hennessy cognacs are blended using the finest ingredients, Master Blender, Renaud Fillioux de Gironde, worked with an expert perfumer to develop sophisticated olfactory signatures that reveal each cognac's unique character.

“While it's impossible to fully reproduce the smell of a cognac through fragrance, olfactory precision is obviously essential to the Master Blender's art. For me, working alongside an expert nose to share some of the various notes found in Hennessy cognacs was an enriching dialogue. The result is a powerful reminder that relying on all the senses — sight, smell, touch, hearing and taste — and the emotions they elicit is the reason we have been able to pass down Hennessy savoir-faire for eight generations,” comments the Master Blender.

Hennessy brought this immersive experience to life through its collaboration with a leading-edge technological partner: AirParfum. Part of the Puig group, AirParfum offers an innovative olfactive platform that lets consumers sample countless perfumes without risk of sensorial saturation. "Senses of Hennessy" marks the first time this fragrance technology has been applied to the world of fine spirits.

Following the May 2022 premiere of the “Senses of Hennessy” experience at Paris Charles de Gaulle airport, Les Caves Particulières Terminal 2E Hall K, similar installations will roll out to select travel retail environments through the end of the year.


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