World-leading cognac brand Hennessy has unveiled an immersive collaboration with acclaimed media artist and director Refik Anadol for the 2021 V.S.O.P Privilège Limited Edition bottle. Hennessy welcomed Anadol to its historic seat in Cognac, France, to observe the Tasting Committee at work. It marked the first time in the Maison’s history that an artist was allowed to capture this time-honored ritual real-time via neuroscientific research methods – then use the collected data in collaboration with machine intelligence to create an unprecedented work of art. PRNewsfoto/Hennessy In keeping with Hennessy tradition, the Los Angeles-based artist received carte blanche to create a contemporary masterpiece celebrating the iconic V.S.O.P Privilège blend. Anadol was fascinated by the contrast between Hennessy’s tradition of transmitting savoir-faire, generation after generation, as compared to the new frontiers of artificial intelligence. “In our craft, we are constantly classifying, describing, and trying to find exactly the right words to convey our impressions and experiences,” said Renaud Fillioux de Gironde, Hennessy’s eighth-generation Master Blender. “We were all very intrigued to see what elements technology might bring to light.” The Hennessy Tasting Committee agreed to “open up their minds” to a completely unconventional experiment. Outfitted in high-tech equipment, Master Blender Renaud Fillioux de Gironde and his colleagues allowed Anadol to track their emotions in real-time, capturing their experience, sensations, and appreciations of Eaux-de-vie. (PRNewsfoto/Hennessy) “In our craft, we are constantly classifying, describing, and trying to find exactly the right words to convey our impressions and experiences,” said de Gironde. “We were all very intrigued to see what elements technology might bring to light.” An EEG machine was used to capture sensorial data as each participating Tasting Committee member evaluated a selection of Eaux-de-vie destined for Hennessy V.S.O.P Privilège. Anadol described the experiment as “a near-future experience, in real-time.” “Emotion lives in the senses, on the skin, in the heart, and in the mind – and with this hyper-sensitive equipment, we are able to trace everything, down to the movement of the glass,” said Anadol. “You can see heritage and savoir-faire become visible and observe how the material actually becomes the wisdom.” At his studio Anadol and his team filtered the true data – two centuries’ worth of living memory – through sophisticated analytics, transforming the data set into pigments and light. “With help from machine intelligence, we embarked on a journey through gene memories and dreams. Neuro-scientifically, the Tasting Committee is the source of memory, dreaming about the future,” he says. The result is a masterpiece three-dimensional data sculpture: Sense of Heritage, an immersive audio-visual installation, which inspired the 2021 V.S.O.P Privilège Limited Edition. Anadol designed an “Infinity Room” for projecting images of the data he collected in Cognac, which will be showcased in select locations worldwide. The immersive art experience is also brought to life as a sharable digital platform accessed via a QR code on the 2021 V.S.O.P Privilège Limited Edition bottle. The 2021 Hennessy V.S.O.P Privilège Limited Edition by Refik Andaol is available at US retailers nationwide starting May 2021. To learn more, please visit the Hennessy official site or social media channels.
See more about - Glen Scotia 25-Year-Old Malt Whisky Named ‘Best Whisky In The World’
World-leading cognac brand Hennessy has unveiled an immersive collaboration with acclaimed media artist and director Refik Anadol for the 2021 V.S.O.P Privilège Limited Edition bottle. Hennessy welcomed Anadol to its historic seat in Cognac, France, to observe the Tasting Committee at work. It marked the first time in the Maison’s history that an artist was allowed to capture this time-honored ritual real-time via neuroscientific research methods – then use the collected data in collaboration with machine intelligence to create an unprecedented work of art. PRNewsfoto/Hennessy In keeping with Hennessy tradition, the Los Angeles-based artist received carte blanche to create a contemporary masterpiece celebrating the iconic V.S.O.P Privilège blend. Anadol was fascinated by the contrast between Hennessy’s tradition of transmitting savoir-faire, generation after generation, as compared to the new frontiers of artificial intelligence. “In our craft, we are constantly classifying, describing, and trying to find exactly the right words to convey our impressions and experiences,” said Renaud Fillioux de Gironde, Hennessy’s eighth-generation Master Blender. “We were all very intrigued to see what elements technology might bring to light.” The Hennessy Tasting Committee agreed to “open up their minds” to a completely unconventional experiment. Outfitted in high-tech equipment, Master Blender Renaud Fillioux de Gironde and his colleagues allowed Anadol to track their emotions in real-time, capturing their experience, sensations, and appreciations of Eaux-de-vie. (PRNewsfoto/Hennessy) “In our craft, we are constantly classifying, describing, and trying to find exactly the right words to convey our impressions and experiences,” said de Gironde. “We were all very intrigued to see what elements technology might bring to light.” An EEG machine was used to capture sensorial data as each participating Tasting Committee member evaluated a selection of Eaux-de-vie destined for Hennessy V.S.O.P Privilège. Anadol described the experiment as “a near-future experience, in real-time.” “Emotion lives in the senses, on the skin, in the heart, and in the mind – and with this hyper-sensitive equipment, we are able to trace everything, down to the movement of the glass,” said Anadol. “You can see heritage and savoir-faire become visible and observe how the material actually becomes the wisdom.” At his studio Anadol and his team filtered the true data – two centuries’ worth of living memory – through sophisticated analytics, transforming the data set into pigments and light. “With help from machine intelligence, we embarked on a journey through gene memories and dreams. Neuro-scientifically, the Tasting Committee is the source of memory, dreaming about the future,” he says. The result is a masterpiece three-dimensional data sculpture: Sense of Heritage, an immersive audio-visual installation, which inspired the 2021 V.S.O.P Privilège Limited Edition. Anadol designed an “Infinity Room” for projecting images of the data he collected in Cognac, which will be showcased in select locations worldwide. The immersive art experience is also brought to life as a sharable digital platform accessed via a QR code on the 2021 V.S.O.P Privilège Limited Edition bottle. The 2021 Hennessy V.S.O.P Privilège Limited Edition by Refik Andaol is available at US retailers nationwide starting May 2021. To learn more, please visit the Hennessy official site or social media channels.
See more about - Glen Scotia 25-Year-Old Malt Whisky Named ‘Best Whisky In The World’
World-leading cognac brand Hennessy has unveiled an immersive collaboration with acclaimed media artist and director Refik Anadol for the 2021 V.S.O.P Privilège Limited Edition bottle.
Hennessy welcomed Anadol to its historic seat in Cognac, France, to observe the Tasting Committee at work. It marked the first time in the Maison’s history that an artist was allowed to capture this time-honored ritual real-time via neuroscientific research methods – then use the collected data in collaboration with machine intelligence to create an unprecedented work of art.
PRNewsfoto/Hennessy
In keeping with Hennessy tradition, the Los Angeles-based artist received carte blanche to create a contemporary masterpiece celebrating the iconic V.S.O.P Privilège blend. Anadol was fascinated by the contrast between Hennessy’s tradition of transmitting savoir-faire, generation after generation, as compared to the new frontiers of artificial intelligence.
“In our craft, we are constantly classifying, describing, and trying to find exactly the right words to convey our impressions and experiences,” said Renaud Fillioux de Gironde, Hennessy’s eighth-generation Master Blender. “We were all very intrigued to see what elements technology might bring to light.”
The Hennessy Tasting Committee agreed to “open up their minds” to a completely unconventional experiment. Outfitted in high-tech equipment, Master Blender Renaud Fillioux de Gironde and his colleagues allowed Anadol to track their emotions in real-time, capturing their experience, sensations, and appreciations of Eaux-de-vie.
(PRNewsfoto/Hennessy)
“In our craft, we are constantly classifying, describing, and trying to find exactly the right words to convey our impressions and experiences,” said de Gironde. “We were all very intrigued to see what elements technology might bring to light.”
An EEG machine was used to capture sensorial data as each participating Tasting Committee member evaluated a selection of Eaux-de-vie destined for Hennessy V.S.O.P Privilège. Anadol described the experiment as “a near-future experience, in real-time.”
“Emotion lives in the senses, on the skin, in the heart, and in the mind – and with this hyper-sensitive equipment, we are able to trace everything, down to the movement of the glass,” said Anadol.
“You can see heritage and savoir-faire become visible and observe how the material actually becomes the wisdom.”
At his studio Anadol and his team filtered the true data – two centuries’ worth of living memory – through sophisticated analytics, transforming the data set into pigments and light.
“With help from machine intelligence, we embarked on a journey through gene memories and dreams. Neuro-scientifically, the Tasting Committee is the source of memory, dreaming about the future,” he says.
The result is a masterpiece three-dimensional data sculpture: Sense of Heritage, an immersive audio-visual installation, which inspired the 2021 V.S.O.P Privilège Limited Edition.
Anadol designed an “Infinity Room” for projecting images of the data he collected in Cognac, which will be showcased in select locations worldwide.
The immersive art experience is also brought to life as a sharable digital platform accessed via a QR code on the 2021 V.S.O.P Privilège Limited Edition bottle.
The 2021 Hennessy V.S.O.P Privilège Limited Edition by Refik Andaol is available at US retailers nationwide starting May 2021.
To learn more, please visit the Hennessy official site or social media channels.
See more about - Glen Scotia 25-Year-Old Malt Whisky Named ‘Best Whisky In The World’
See more about - Glen Scotia 25-Year-Old Malt Whisky Named ‘Best Whisky In The World’
