The Hennessy V.S.O.P Community Edition emerged from Hennessy’s ambition to explore new approaches to design and creation that deepen its engagement with consumers by integrating their creative inputs and aspirations directly into the product development process.

The goal was to set a new industry standard by creating the first-ever limited edition spirit co-designed with the brand's enthusiasts, aimed at strengthening community bonds and enhancing brand loyalty.

Objectives included leveraging Hennessy's heritage while embracing modern technology, enhancing brand perception, and creating a unique collector's item.

The Hennessy V.S.O.P Community Edition is a testament to the brand's commitment to community and innovation.

The creative idea was to democratize the design process of a limited edition Hennessy V.S.O.P bottle by directly involving the Hennessy community, marking a historic shift in how luxury brands interact with their audience. The design was created to represent the diversity of the community, inspired by local cultures and members' content from all over the world, to truly embody the spirit of Café 11.

This initiative not only reinforced Hennessy's relevance among a diverse demographic of tech-savvy consumers of luxury products but also set a new standard for collaborative design in the digital age, blending tradition with cutting-edge technology

The target audience for the Hennessy V.S.O.P Community Edition comprised Web3 enthusiasts, tech-savvy, and luxury-conscious consumers who value exclusivity and active participation.

Discord's role was crucial for several reasons:

- Unique Access: It was the only platform allowing the creation of exclusive, token-gated channels for Café 11 NFT holders, fostering a private and engaged community.

- Interactive Features: Discord offered live voice chats, enabling real-time discussions among community members, the artist, and the brand, which enhanced the depth of engagement.

- Customization: The platform's ability to integrate custom bots was instrumental for organizing structured voting sessions for design elements, streamlining community input.

- Community Hub: Recognized as the central platform for Web3 and tech-savvy audiences, Discord was the ideal choice for reaching and engaging this specific demographic.

This strategic use of Discord transformed participants from mere consumers into active co-creators of the Hennessy V.S.O.P bottle.

The execution of the Hennessy V.S.O.P Community Edition set a new and detailed standard for collaborative processes between a luxury brand and its community.

Initiated by Hennessy's CEO, Laurent Boillot, during a Rug Radio event on X Space (formerly Twitter), the community directly engaged with three artists and ultimately selected John P. Dessereau based on a shared vision and style.

Through the Hennessy Discord server, the community participated in various stages of the design process, from the initial brief and brainstorming voice chats to the selection of design elements such as the label, box, and bottle color, and provided ongoing feedback, which John P. Dessereau integrated into the final product design.

Set for completion in summer 2024, the production includes innovative features such as a digital twin NFT for authentication, ensuring a seamless blend of traditional craftsmanship and modern digital interaction.

The Hennessy V.S.O.P Community Edition project delivered astounding results, dramatically transforming brand engagement through innovative community participation.

This initiative generated over 150 million media impressions, with high-profile features in Forbes, NFT Now, Jing Daily, and Vogue Business, underscoring the significant media buzz it created.

On social platforms, particularly on X (formerly Twitter), the project achieved 450,000 organic impressions.

The dedicated co-creation Discord channel was vibrant, amassing 3,149 messages from engaged community members over the four-month co-creation period.

Ultimately, this led to the creation of 100 unique bottle designs, each a testament to the power of community collaboration in luxury branding.