Hennessy Sound Lounge

We brought our Hennessy Sound Lounge concept to leading Irish music and arts festival Body & Soul, where we curated and produced a unique three-day listening and club experience at a festival setting to place the world’s most-loved cognac firmly in the world of music and craft.

Curation

Following on from the success of the first Hennessy Sound Lounge at Hen’s Teeth, we were challenged to build on the line-up to keep it fresh and ensure it worked as well in a festival. We expanded the billing to include new Irish and international names, including Mister Saturday Night, Richie Egan (Jape), Saint Sister and Carrie Colliton (co-founder of Record Store Day).

Programming

We evolved the experience to include DJs at night. The approach to this new late night music element was to have an element of discovery with the DJs, as well as well known names, like Sassy J, Donna Leake, Fish Go Deep and Vic Crezee.

Creative Direction

We designed individual artwork for each of the artists and DJs speaking and playing over the weekend to push through their own channels. The approach was inspired by the vinyl-only element of the event so we created individual record sleeves and obi strips for each act. Our team designed and built a stage setting for the talks and DJ set-up to complement Toby Hatchett’s soundsystem that was beautiful and eye-catching.

Publicity

Again, we worked closely with Hennessy’s Irish PR and digital agencies, Conway Communications and Havas, to make sure everyone going to Body & Soul (and those that weren’t) knew that the Hennessy Sound Lounge was happening.

In the summer of 2018, we created one of the most successful activations for Hennessy in Ireland to date and helped grow their presence in the music industry with a unique listening room experience hosted by David Kitt, Ships, Vivienne Dick, BP Fallon and more.

Creative Direction

We created an intimate, experiential event to place Hennessy firmly in the world of music and modern craft and bring the brand to a new demographic.

Curation

Across eight nights, groups of 12 guests were treated to a two-hour Hennessy tasting and listening experience in the lounge with a different leading record collector.

Content

We created a unique identity for the event and space, a promo film and social assets and collaborated with Toby Hatchett of Hatchett Furniture & Sound to install an incredible sound system.

Publicity

Working with closely with Hennessy’s PR agency Conway Communications, the activation had a hugely impactful campaign with 41 hits and a reach of 42 million across print, digital and broadcast.