January 20 2025  |  Spirits & Tobacco

Rémy Martin taps contemporary art for Lunar New Year campaign

By Wendy Morley


A collaboration with Chinese artist Huang Yuxing brings fresh artistic perspective to travel retail activations ahead of the Year of the Snake, balancing heritage with modern appeal

Following its 300-year anniversary celebrations in 2024, Rémy Martin is launching a creative partnership with contemporary Chinese artist Huang Yuxing for Lunar New Year 2025. The collaboration centers on a new artwork titled "Majestic Serpentine" that will appear across limited editions of Rémy Martin XO and CLUB Cognacs in global travel retail.

The initiative reflects broader efforts by luxury spirits brands to engage younger consumers while maintaining their premium positioning. Airport activations featuring the collection will roll out across major hubs including Singapore, Hong Kong, Macau, Taiwan, Tokyo, Dubai, Sydney, Auckland, Istanbul and Los Angeles.


An elegant Rémy Martin Lunar New Year 2025 activation in Dubai Airport's Concourse D showcases the brand's premium offerings through an immersive product discovery experience

"Cognac is a popular choice with Chinese travelers seeking luxury Lunar New Year gifts for loved ones," says Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke. "This period is a golden opportunity for us to maximize brand awareness and relevance."

The airport installations incorporate digital elements aimed at increasing engagement, including an arcade-style snake game and a palm-reading touchscreen that delivers personalized messages. Traditional gifting elements remain present through personalization services for XO decanters and themed gifts with purchase like red hongbao envelopes.


The premium Rémy Martin experience station combines traditional craftsmanship with modern luxury, offering travelers personalized XO decanter services complete with seasonal blessings, alongside an educational journey of cognac nosing, tasting, and pairing

Huang, currently ranked fourth in China's Hurun 2024 Artist listing, created artwork that references both Chinese zodiac symbolism and cognac production. The serpent motif winds through stylized depictions of the Grande and Petite Champagne regions where Rémy Martin sources its grapes. His signature bubble elements echo the fruit central to cognac-making, while a flowing river represents the eaux-de-vie aging process.

The limited editions feature this artwork across both packaging and bottle decoration. The XO presentation reveals the complete "Majestic Serpentine" piece when opened, while CLUB adopts a wraparound design suited to gifting or collecting.


Interactive "Year of the Snake" Arcade Game invites travelers to test their skills, with top scorers earning a spot on the digital leaderboard

For Rémy Cointreau GTR, the collection represents an opportunity to bridge traditional cognac appreciation with contemporary artistic expression. The activations aim to create an experience that appeals across demographics while maintaining the brand's luxury positioning.

The launch builds on Huang's rising profile in the international art market. In 2021, his painting "Seven Treasure Pines" achieved HK$64 million (US$8.18) at Christie's Hong Kong. His work typically draws from classical Chinese elements while employing vivid colors and crystalline effects to create distinctive contemporary interpretations.

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