Hennessy creates ‘stunning’ illusion for Harrods window

Cognac house Hennessy has partnered with Harrods to create a “dynamic” light installation for the retailer’s luxury window display.

Hennessy’s Harrods window uses two screens spinning rapidly to create a 3D illusion

The digital piece went live on 1 October and is an evolution of a screen-based concept designed by student Benjamin Muzzin for his ECAL/University of Art and Design diploma project. It was further developed with The Moving Picture Company (MPC) and forms part of Hennessy’s 250^th anniversary celebrations.

Described as a “unique, modern take on the optical illusion”, the installation uses a technique known as persistence of vision where single images are displayed in such a way to give the impression of motion.

Entitled “Crafted Light”, the piece has been designed to celebrate Hennessy’s “heritage of innovation and craftsmanship” and features visual content to evoke the Cognac through the use of golden hues and fluid motion graphics.

“Hennessy has been at the forefront of innovation in the Cognac category for 250 years,” said Mary Rochester Gearing, senior brand manager, Hennessy UK.

“Given the importance of this year, we wanted to create a visionary piece to capture the essence of Hennessy and that embodies the philosophy of crafting the future – MPC have done this perfectly through Crafted Light.

“Crafting the future is integral to Hennessy with the eaux de vie selected each year beginning an orchestrated process of maturation that may not see them used for generations when Hennessy’s future tasting committee may choose to blend them. Harrods provides the perfect space to display the installation.”

Crafted Light builds on Muzzin’s concept to use 23” IPS screens which are fixed together back to back and spun at 90 km/h. The speed at which the screens rotate is such that specific visuals on them appear three-dimensional to the naked eye. Hennessy and MPC have added a copper claw housing to withstand the force of the spinning screens – the velocity means the shape of the screens can’t been seen, creating 3D hologram effect.

When rotating, the simple line and particle visuals displayed on the screens appear to merge, creating abstract forms of Hennessy’s XO bottles and flowing liquid.

“We went through challenging, yet rewarding, mechanical R&D and motion design exploration using a modern persistence of vision technique,” said MPC interactive creative director, Andre Assalino.

“Through three abstract animations, we were able to convey Hennessy’s timeless qualities and traditions, creating an experience that reflects the brand’s premium values. Knowing the installation was going to be displayed in one of Harrods’ windows, added that extra bit of motivation to ensure we created something truly memorable.”

In August, Hennessy teamed up with multi-disciplinary artist Ryan McGinness to design a limited edition, fluorescent bottle as part of the brand’s 250th anniversary celebrations.