MPC wanted to create a visionary piece to capture the essence of Hennessey and all that embodies the philosophy of crafting the future. The Installation has been designed to celebrate Hennessy’s heritage of innovation and craftsmanship, displaying visual content which brings to mind the very essence of the cognac itself through golden hues and abstract fluid motion graphics.
Hennessy, Crafted Light
To capture the concept and sense of luxury evoked by the golden light refraction of the cognac, MPC recreated the effect digitally using a mechanical R&D and motion design exploration using a modern "persistance of vision" technique. The specialized rig created with electro magnets to create the intermittent stopping and starting created specific rotations that were times with the playing of the motion graphics, in turn, revealing the optical illusion.
Two 23" IPS screens were fixed together back to back and spun at a speed of close to 90Km/H. When rotating the visuals of the screen appear to merge creating animated shapes and forms, in this case, Hennessy's world famous X.O bottles. The rotation velocity conceals the shape of the screens, leaving a floating hologram.
Through 3 abstract animations, MPC was able to convey Hennessy's timeless qualities and traditions, creating an experience that reflects the brand's premium values.
"Crafted Light" launched in Harrods on 1st October for three weeks, just seven weeks prior to the final chapter in Hennessy's 250th Anniversary story in the UK this year.