Futura aka New York artist Leonard McGurr is teaming up with the world leader in Cognac brandy, Hennessy, who is no stranger to artistic collaborations. Luxury spirits have been inspiring the hip-hop scene since the days of Tupac. Futura, born in 1955, became a graffiti artist in the 70’s. Dishing out his art in public spaces and metro trains, he brings creation to a whole new level. Above all norms, above the expectations and morals of society, moving towards the avant-garde in creating his trademark style: a myriad of small arrows.
It took him one decade to have his pioneering, abstractly expressionistic style accepted into the category of “Art”: street art was born. Hennessy shares Futura’s interest for the meeting between form and function, and could only give in to his colorful style, his shapes, and bold lines, all of which confer a certain familiarity to his artistic character. Naturally, the brand is turning to this choice partner for the great creative adventure that is designing their bottles of Cognac. Without ever being too coarse, Futura captures the movement of Cognac splashing into a glass through the use of bursts of a bronze-yellow color; with Hennessy’s blessing, Futura is also using the brand’s traditional coat of arms and bookmarking it into his own creative universe, inspired in large part by science fiction. In this clash of two different environments, the past unites with the future.
But the product itself is still masterfully crafted by Hennessy alone: smooth notes with strong character, Hennessy’s Cognac caressing the nostrils before ringing in mouth. A unique moment for tasting, a unique moment of visualization, and a unique product as well, The “Very Special Limited Edition by Futura” bottle is launched, after being exclusively distributed at Colette, on the international stage: you can find it in Japan, Australia, Russia and other countries.
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