Hennessy launched In The Paint back in 2021 to foster community development through a blend of art and sports. So far, seven courts have been unveiled and are in use all over the world from Nigeria to Ghana, Tanzania to South Africa, Barbados, Mexico and Hong Kong. By bringing Joakim Noah on board, Hennessy hopes to move from just building physical structures that local communities can enjoy, but establishing programmes that would also elevate and empower its members.

Noah is no stranger to sports and arts. The former basketball star who is renowned for his grit and tenacity on the court, as well as his contribution towards his teams’ successes has been busy since his retirement in 2021. His personal project, the Noah’s Arc Foundation (which he co-founded with his mother, artist Cécilia Rodhe) combines arts and sports to help people living in underserved areas discover who they really are outside of the physical realities they live and deal with. He is also heavily involved in other initiatives like the One City Basketball League in Chicago, the Basketball Africa League, and, the NBA.

This October, Joakim Noah came to Lagos, Nigeria to launch the latest Hennessy In The Paint basketball court located in VGC Lagos. We sat down with him to talk about his life and pursuits and find out more about this new initiative.

In conversation with Joakim Noah begins now …

ALM: You come from a strong professional athletic family. Did this in any way pressure you into sports?

JN: I don’t think it pressured me into sports. I think sports is what I’ve always wanted; basketball is what I’ve wanted. And I was blessed to see … at a young age, I was able to see my father train. And you know, just being in that kind of environment, it definitely shaped me. So I knew what it takes, the sacrifices it takes to become a professional athlete. And it’s not easy.

So I’m happy that, even though that part of my life is over now, it’s [now] about mentoring and partnering with the right people and building infrastructure.

ALM: What has been the downside of coming from such a strong, athletic background?

JN: Downside? No! I am living out my dream. Ever since I was a kid, my goal was to become a professional basketball player and I was able to do that. Now, it’s about transforming my experience into inspiring the youth, and, being able to partner with initiatives like In The Paint and Hennessy and big platforms like this only make the work easier because they are building the right infrastructure for these kids.

ALM: With the type of work you’ve been doing with different brands (the NBA and BAL (Basketball Africa League) to develop basketball as a sport, what has been the greatest achievement(s) for you so far?

JN: The biggest achievement has definitely been investing in the NBA African League … because a lot of these initiatives, especially when I was younger, as a player [did not exist and] I was alone. And you know, that’s always tough. So just connecting with the right people [has been great] but I think, so far the one that I am most proud of is the [court] that we built in Cameroon on my great-grandfather’s land.

So, we built a beautiful court and the team – we have a local team – just made it to division 1 last week. Being able to partner with these initiatives like In the Paint is only going to make it better. We’re just trying to grow basketball in the continent as much as possible and all around the world.

ALM: What is it about sports (basketball) that keeps you coming back? How important, in your own perspective, is sports in character and career development?

JN: Well, I think that basketball gave me the opportunity to live out my dream, so I think that these are things that kids can really explore on the continent. I think we’re still in the early stages when it comes to basketball. So the more we can highlight basketball and put the light on basketball, the more the kids will be inspired. And the more we grow the game, the more opportunities will come for people on the continent. I think that’s what it’s all about.

ALM: So apart from the opportunities, how do you think basketball can help with career development and personal improvement on the continent for our people? 

JN: I think that basketball is not only about becoming a professional basketball player. It’s the whole ecosystem around it that you can learn from. The values from the game are so important. The team building — you know, when you’re working for a company, you’re not going to be alone, it’s not just going to be your thoughts. So, it’s about teaching people how to work together, so I think that using sports to build communities makes so much sense because it’s the ultimate unifier. When I think of the top unifiers, I think of music and I think of sports. So, not everybody is going to be a musician, not everybody is going to be an artist, not everybody is going to be a top basketball player, but the values you can get from it can help you in the next endeavour.

ALM: Now that you’ve put it this way, with the basketball team you’re building in Cameroon, what are the things you’ve seen that make you think, ‘this was a good thing to do?’

JN: Well, I just see the growth; I see the talent is growing. I see it’s going to be the year for the NBA Africa league, so I see the top players playing on the continent, on government investment. I see government investment in different countries: Congo is building stadiums; Rwanda just built a beautiful stadium, Senegal – the NBAs just made a big investment with the academies. Our goal is to build an academy in Cameroon.

So I just see basketball really growing on the continent. Not only can we bring the people together through basketball, but I think that we can also add workshops and really localise some of the things to make the communities better. I think a great way to do it is to bring the youths into sports initiatives.

ALM: Sometimes we focus too much on the players, forgetting that there is an entire ecosystem: you have the referees, you have the coaches, you have the physiotherapists and all of that. What are the plans for people like that to come and support the court and actual players?

JN: Well, I’ll give you an example. There is a kid in Cameroon who really had the ambition and dreams to play in the NBA. So he was posting videos of him playing basketball. And he would go viral all the time because of the structures which were very limited. And he was doing whatever it takes. We were able to use him as an influencer in the BAL and utilise his platform to kinda help grow the sport [locally].

So I think what is beautiful is the relationships that you build during these community events, and then you can incentivise the kids as well: OK you guys come in, this is more than just a basketball tournament. We are not here to find an NBA player. This is about building and coming together, having a good time, and seeing what kinds of relationships you can make out of it.

ALM: What was the one principle you applied while playing professionally that you can say contributed greatly to your success?

JN: I think a line I always go with is, “Humble yourself or the game will humble you” because a lot of the time, people come and think they’re the best because they’re the best in their region but you’re always going to find somebody who is better than you. You’re always going to be in a position where somebody might dunk on you and embarrass you on the court. But you have to move back quickly. So it’s important to have a humble soul and just live in the moment.

ALM: So what is one special moment you look back and think, “I’m glad that I did that?”

JN: Well, I was just saying that when I built my court in Cameroon this is something that took a long time, that was not easy, you know, just bringing all the resources from America and bringing it to Cameroon and getting that kind of access was very hard. But, when it got done, to be able to go home – see, the court is near my grandmother’s school that she had built 65 years ago, still going on today – it’s something I’m very proud of. This is my responsibility. I was able to build a court, my father was able to build a tennis court, and my grandmother built a school … this is all part of our roots and our tradition.

ALM: What is it about the In the Paint and all these collaborations that made you think it is a good fit for you?

JN: I think that this initiative with In the Paint and Hennessy makes a lot of sense to me. Art and sports are the main things about my foundation. So I think this initiative makes a lot of sense because I see them using local artists to build the courts, and expression is something that is very important for us. So I just think this partnership came very organically. I’m really excited to go to the court today and feel it out and see the vibes and then we go from there because at the end of the day, I work with the NBA and to have a partnership like this that focuses on sports and arts. It was just a no-brainer.

ALM: Are you an artist in any way? Do you draw, do you paint? Do you sculpt?

JN: My mother is an artist. My initiatives were a lot in the city of Chicago, so my mum does sculptures with the kids; it’s art therapy. And I understand how therapeutic sports and arts can be. I really believe in these core values, and I think that’s why I’m here.

ALM: What is the toughest challenge you faced in your basketball career? How did you overcome it?

JN: Honestly, there were a lot of highs, and there were a lot of lows. It was a career that I wouldn’t trade for anything — you know, I played at the highest level against Lebron James and Giannis and all these great players. I also played with the youngest MVP, Derrick Rose, playing for one of the most prestigious teams in the world, the Chicago Bulls, but it wasn’t easy. There were suspensions and some tough moments: losing is hard sometimes. You know, I was a very emotional player and it’s tough. While I was playing, I didn’t sleep well throughout my whole career. I sleep a lot better now!

ALM: What do you think would be a natural progression on the continent now with what Hennessy is doing?

JN: I think the progression is happening. Infrastructure is very important; they’re building sustainable models where we can follow up and make sure the kids are getting the right coaching. I think that that’s something that is great. But for me, this is my first day working with Hennessy so I’m not over here trying to say what we should and shouldn’t do. For me, I just want to be here and pay attention and see where I can make myself the most helpful as possible.

ALM: Is this your first visit to Nigeria? What has your experience been like so far?

JN: Yes, this is my first visit to Nigeria and I’m really excited to be here. I’ve spent a lot of time in Cameroon and this is the country down below. But when I think of Nigeria, I think of Lagos; I think of Fela Kuti and I really hope we have enough time while I’m here to go check out the shrine.

ALM: What are your 3 favourite cities in Africa and why?

JN: I mean, I’m going to definitely say Yaoundé first because Yaoundé is … that’s my root and my heritage. You know, I kinda have a few spots over there that I know where to go to and see my friends.

I love going to Dakar, I think Dakar is a beautiful, beautiful city. We were also able to bring some kids from Chicago on our last trip over there. We went to Gorée Island and I think that was a really powerful trip for the youths … for them to feel their roots and their heritage even though they’re not sure exactly where. It is definitely empowering so I was very proud of the Dakar trip.

And Kigali. We just came back from Kigali. Kigali is a beautiful, beautiful place, the heart of Africa. We went to see the gorillas as well. You know, a vibrant city, but a little more chill. I think that Nigeria has a lot more action, a much faster tempo but I’m used to it.

And you know, I love Morocco as well. There’s so much to see.

Complete the following sentences

If it wasn’t basketball … I think I would have enjoyed coaching or being a part of working in a community centre with kids. I love working with kids.

I cannot go into a meeting without … talking points!

I cannot leave home without … my debit card.

My favourite thing in the world to do is … to chill on the beach.

‘In Conversation with’ by ASPIRE Luxury Magazine celebrates stars, influencers, celebrities and public figures, shining a spotlight on their lives and the incredible stories they have to share.

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The Hennessy X.O x Kim Jones collection

It is not immediately clear why Hennessy decided that fashion was the right blend to explore. In recent years, luxury brands have diversified away from their core products into niches that can be considered alien to their brand. Ferrari, once a luxury auto brand, now wants to be known as a lifestyle brand on its way to becoming famous, not just for its cars alone, but also for its fashion line and fine dining.

And then there is Aston Martin, whose foray into the world of real estate has seen it put up some incredible structures, from the Aston Martin Residences in Miami to the № 001 Minami Aoyama in Japan. Louis Vuitton, on the other hand, chose to focus on products that enhance the luxury fashion shopping experience, which is why its café and chocolate shop, as well as the planned LV hotel in Paris, exist.

For Hennessy, however, the path to haute couture – if indeed it is considering adding fashion to its portfolio – was not as straightforward. When Jones was developing the collection, he paid a visit to Hennessy’s library and museum in Cognac, France. There, he discovered some of the brand’s oldest bottles wrapped in twists of paper and studied the bottles housing the alcoholic beverage. The paper wrapping reminded him of the draping technique used in creating a clothing item, and the bottles, which appeared to be shaped “almost like a ball gown, in a sense,” inspired his designs for the collection.

First, he created the limited-edition masterpiece decanter shaped exactly like the tissue wrappings that had caught Jones’ attention at the museum. Made of titanium, it was dipped in gradient colours that mimic the shades of the Hennessy X.O blend.

Next was the bottle, which, although preserving its original shape, took on an additional ‘ready-to-wear’ golden aluminium ensemble that highlights its natural dips and curves, just like a well-fitted dress clings to every curve and bit of its wearer.

The final item is an unexpected pair of trainers whose cognac brown shade and design are also informed by the Hennessy X.O blend. Manufactured in an Italian shoe factory owned by LVMH, the parent company of both Hennessy and Dior, the HNY low trainers have a simple design with a grooved rubber sole imprinted with cognac vines on its base, and a nubuck leather upper. They come in a stylish oak box that recalls the barrels that housed the Hennessy drinks.

Is a Hennessy fashion collection on the way?

Maybe Hennessy will stick to its cognacs after this project. Or maybe it will decide it had so much fun with it that we will see future fashion capsule collections inspired by its beverages. Whatever part it decides to take, one thing is for certain: the Hennessy X.O x Kim Jones collection is every bit as stylish as it is revolutionary.

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The carefully curated event took place on the 11^th of June 2021 at the Balmoral Center, Victoria Island, Lagos. Hosted by renowned comedian and MC, Basketmouth, it was attended by trade Partners from across the country, HNI’s & a host of local celebrities like Vector, MI, Mayorkun, Richard Mofe-Damijo, Kemi Adetiba, and Ramsey Nouah.

Speaking virtually at the event, President Maison Hennessy, Laurent Boillot, officially opened the festivities with the following remark: “We always say that Hennessy is at ease in the world, and no more true is this than in Nigeria. The Maison Hennessy and I are pleased to be celebrating this platinum jubilee of Hennessy’s presence in Nigeria.”

The top activity of the night was the auction of 5 (out of 100) uniquely numbered limited-edition Hennessy V.S.O.P Privilège 100th year anniversary Jeroboam (3L) bottles. Each of these bottles was numbered 1 to 5 and were specially autographed by Maurice Hennessy.

The bottle, designed in national colours and crafted by Maison Hennessy to commemorate this unique milestone, is a true collector’s item. The successful auction raised over 5 million naira with all proceeds donated to GIVO Solutions, a circular economy company that offers end-end recycling solutions using IoT enabled devices to collect recyclable material directly from individuals/families/businesses and process these materials into consumer and industrial goods.

Catering was provided by Chef Daniel Olurin with drinks from Hennessy. Guests were entertained by the nostalgic and sonorous sounds of vocalist, Ego.

The glamourous night wrapped up with a toast anchored by Oluwole Awoleke, Marketing Manager Moet Hennessy Nigeria, celebrating Hennessy’s centenary in Nigeria and looking forward to the next hundred years. Guests toasted with Hennessy Paradis, a rare cognac from the Maison’s ultra-prestige collection, the jewel of the Hennessy collection and a fitting choice for such a rare milestone.

The Hennessy 100th year anniversary Limited-Edition V.S.O.P Privilège bottle is now available in stores nationwide.

See below more images fro

m the event:

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100 remarkable years later, the French cognac distiller is celebrating this milestone occasion with a limited-edition design of the Hennessy V.S.O.P Privilège, an ode to a century of commitment to delivering exceptional cognac to Nigeria and craftsmanship that transcends borders and unites cultures.

From the heart of the Charente River in France to the shores of Nigeria, this limited edition bottle is a tribute to the Nigerian joie de vivre, its resilient spirit, and a pledge to continuously deliver excellent cognacs and create magical consumer experiences. According to Sebastien Chouen, GM, Moet Hennessy Nigeria, “This bottle is a testimony to Hennessy’s long-standing relationship with Nigeria as well as an ode to all stakeholders that have contributed in one way or another to making Hennessy a firm favourite within the spirits category.”

The Maison Hennessy has been welcomed in the hearts of Nigerians and in turn, has made the nation its home, celebrating with its citizens milestones that have happened over the 100 years of Hennessy’s presence in Nigeria.

The limited-edition V.S.O.P Privilège bottle is a colourful mix of red, white and green, with the Nigerian flag represented on its lower anterior part. Just above it are the words “celebrating 100 years of Hennessy’s presence in Nigeria.” The designer of this bottle is not yet known, neither is the number of bottles that will be available to the public.

“The 100th year limited edition bottle design is inspired by Nigerian symbols synchronized with codes unique to Hennessy’s identity, marking our pride in our extension of family, despite borders and distance,” says Laurent Boillot, chairman, and CEO of Hennessy.

Hennessy V.S.O.P Privilège is a rich harmonious cognac of incomparable vitality. In perpetuating the legacy of the original V.S.O.P, generations of master blenders have perfected the art of subtly balancing power and finesse. Based on a selection of firmly structured Eaux-de-vie, aged largely in partially-used barrels in order to take on subtle levels of oak tannins, this highly characterful cognac reveals balanced aromas of fresh vanilla, cinnamon, and toasty notes, all coming together with seamless perfection. These characteristics make it the perfect representation of a country that embraces excellence and is made rich by its diversity. Just like Hennessy, Nigerians never stop and never settle.

About Hennessy

The leader in Cognac, the Maison Hennessy has shone around the world with its exceptional blends for more than 250 years. Built on founder Richard Hennessy’s spirit of conquest, the brand is present in more than 130 countries.

Based in the heart of the Charente region, Hennessy is also a steadfast pillar of the regional economy, the standard-bearer for a sector rich in expertise. The House’s success and longevity are rooted in the excellence of its cognacs, each of which is born of a unique process of transmission from generation to generation.

The first spirits house to be certified ISO 14001, Hennessy unites its capacity for innovation and the support of all of its partners to protect this exceptional area.

As the crown jewel of the LVMH Group, Hennessy is a major contributor to French international trade, with 99% of production sold in export, and a worldwide ambassador for the French art de Vivre.

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“I wanted to personify the hand-made quality of Hennessy X.O with a hand-made bottle – one that feels good to hold, catches the light beautifully, and one that expresses the hand of the artisans who helped make the cognac,” says Gehry of the 24-carat gold-dipped bronze bottle he hopes is unlike “anything people have seen before”.

To recreate the distinctive pear-shaped decanter the X.O cognac is associated with, Gehry drew inspiration from the Charente River, which runs alongside the Hennessy distillery in the town of Cognac, western France. The water of this river is what gave birth to this bottle’s crinkled shape, which is meant to help its owner recall the light reflecting in the river and the craftsmanship that goes into creating the cognac and the drink’s history.

“The existing Hennessy bottle is iconic, so we wanted the new design to respect the history and the brand identity that came before us. A big part of the history of Hennessy is the involvement of the family and the craftspeople that have committed their lives to making this the best product on the market. You feel this when you drink Hennessy. With this design, I wanted people to also feel the human hand by the craftspeople who made the bottle. I wanted to be respectful of the history, but different,” explains Gehry.

Called the Masterpiece, the gold bottle will retail at ₤15,000 and will be available exclusively on Harrods from the 28^th of September, 2020. The smaller limited-edition bottles will also be available at Harrods for ₤178.

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This impassioned fireworks display was designed as an uplifting event amid the unprecedented context of a pandemic to honour the universal values of resilience, courage, and hope. Inspired by Nietzche’s “The Birth of Tragedy,” Cai Guo-Qiang composed a 15-minute fireworks event in three acts to honour the eternal cycle of creation and destruction and the human spirit that, while acknowledging pain, nonetheless embraces and rejoices in life, in harmony with nature. Like a theatrical performance, this artistic odyssey promises to explode with drama, poetry, colour, and emotion, with multicoloured fireworks launched from 150 oaks barrels floating on the Charente River that echo Hennessy X.O’s 150th anniversary. In a first for the Maison, “A World Odyssey” will be unveiled internationally via live stream. For the artist, this project represents the first time he has conceived a daytime fireworks event launched from an aquatic environment, to be broadcast to a global, real-time audience.

“In these unprecedented times, what has become particularly clear is that we are one interconnected family,” says Hennessy President and CEO Laurent Boillot. “At Hennessy, our roots run deep thanks to longstanding relationships reaching back generations. Today, from his base in New York City, Cai Guo-Qiang reminds us of those time-honoured bonds with a masterpiece of universal beauty and resonance. On behalf of the Maison Hennessy, it is not only an honour and a privilege to host this artistic event, but it is also a demonstration of our steadfast commitment to our extended international family. A century and a half after the Hennessy X.O saga began, Cai offers an artistic vision of an Odyssey forged by unity, resilience, and hope. In the exceptional context of 2020, those values guide us, reminding us how far we’ve come, and how far we can still travel together.”

Says Cai Guo-Qiang, “We are now entering a new chapter of humankind’s strenuous odyssey. The signal from Cognac, travelling through cloud infrastructure, connects individuals from different parts of the world, enabling primaeval passion to burst and form a community of shared future that is closely bonded with nature and art. While the fireworks express my contemplation on tragedy, art, and the essence of life, I hope the audience will draw inspiration from the fireworks in order to reconcile with nature and find the power to heal.”

The event is yet another instance of the energy, persistence, and hope demonstrated by Maison Hennessy this year in an effort to support its communities in Cognac and internationally. “World Odyssey” carries a dual message from the illustrious cognac maker and the artist, one of consolation to those affected by the pandemic, and of confidence in the future that will be live-streamed across digital platforms including Hennessy.com, WeChat, Tencent, Facebook, and YouTube.

Cai Guo-Qiang’s daytime fireworks event will be staged using exclusively non-toxic, reduced-smoke, CE certified pyrotechnic products.

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That Felipe Pantone achieved star status without ever publicly revealing his face makes him an exception on the contemporary art scene. Moreover, letting his art speak for itself grants him the ultimate freedom: the entire world has become his canvas.

The artist flows through time zones and mediums with the greatest of ease, leaving his mark on top art destinations and seemingly arbitrary, unexpected places alike. One might see Felipe Pantone’s signature blend of vibrant color and dynamic lines in museum exhibitions and on buildings from New York, Madrid and Paris to Bangkok, Shanghai or Tokyo, glimpse them in forgotten corners of urban cityscapes, or spy them as embellishments on a subway station or a racecar.

Though he stands at the forefront of the contemporary art scene, Felipe Pantone cultivates a deep appreciation for the past. That understanding and respect form the baseline for the two original artworks he created for the Maison Hennessy.

In Conversation with Felipe Pantone begins now…

ALM: What do the different people you meet find the most surprising about you when they meet You?

FP: I really don’t know I guess you have to ask them, I never ask that question to anybody I’m sorry I don’t have an answer for that.

ALM: Regardless of the medium what are the 3 things that inspire your art?

FP: The medium doesn’t necessarily affect the art too much I guess as the word says it’s a medium to represent ideas. So the main things I always try to reflect in my work to convey is transformation, dynamism. In general I would say an idea of present times I mean what I gather from living the times I’m living those are the main things. I think art always could be a good representation from whatever the artist is living in other to be honest and speak about that and the medium is just whatever you use so you select the best medium to represent the ideas in the best way possible.

ALM: What medium are you itching to get your hands on?

FP: I use a variety of mediums and I started doing graffiti on the streets so spray paint is very important to me like I think it’s a really really cool tool. It’s very versatile tool I actually use it nowadays to paint my paintings which is obviously small sizes and you use the same tool on really massive buildings so its very versatile and nowadays i try to keep an eye open and try to find new technologies whatever is coming out I try it now I experiment alot with printers and laser cutter and cnc cutters and instead of painting on canvass I’m painting on aluminium. And stuff like that. I’m always trying to keep an open mind in other to break new grounds and one of the things I’m exploring nowadays is a lot of digital art things.

In fact here in Nigeria with us is Russendo Merrel whose a collaborator of my studio and with him he’s like a next level geek, he’s always going to every sort of conventions and trying to find new things that are coming out infact we are presenting here in Nigeria an interactive wall which is something! It’s a new sensor that came out that you can basically turn whatever wall up to 10 metres in a touch screen and that’s something that he developed he just got his hand on the sensor and he developed the whole software for us to create something interactive with it so that’s mediums that I’m really interested in.

ALM: How do you like people to feel when they see your art?

FP: I try my best to get them a feeling of the way I perceive the present times from my personal perspective which i don’t know if its i hope it’s interesting for people but you never know but anyways it’s my own perspective. It’s the perspective from someone that’s constantly traveling the world. I’m talking to different cultures. I’m in touch with different countries and I think I’m also a part of the generation that belongs to ‘I was born in the local world and I made a transition to the digital world’ and I think I kind of like manage to do the transition in a smooth way and I’m very comfortable with what’s happening nowadays. I try my work to represent that you know to represent new technologies, new digital revolutions. The fact that i believe the people that share this with me are connected I think nowadays there are no barriers in terms of location or geography . I think there are barrier in the terms of generation, generational barriers but the thing is we are all connected. Nowadays maybe I have more to do with a gal, a street artist in LAGOS and i might have more to do with a man that is fisherman in Valencia like now we can be connected and work together in pursuit of the same things we want to achieve.

And I try my best to represent that with my work although you never know what your going to get it just makes me really happy when a young person looks at My work and there like it doesn’t say too much, it doesn’t overwhelm me but when my grandma looks at my stuff and says she can’t really look at it and says it’s too much information and she really can’t look at that and that to me makes a lot of sense. That’s exactly what i want to achieve.

ALM: If you weren’t doing this what would you be doing?

FP: I would probably be an uber driver *laughs*, but I couldn’t do anything else. No, I have never tried anything else as I started doing graffiti when I was 12 and I never stopped ever since and then I went to art school and then very smoothly I transitioned into art but I mean in fact I think I could make music but I just literally don’t have time. Maybe in a different lifetime I’m too focused in what I’m doing…. I’m too invested in what I do right now.

Art has taken this lifetime.

ALM: What are the 3 misconceptions about what you do?

FP: I wouldn’t say there’s any. I would say my work since its abstract the meaning is not really clear it can be blurry and I’m happy with that. I’m not trying to impose like a direct order or convey a direct message, it’s very indirect, it’s very loose, its very blurry, it’s just that whatever you perceive from my work and I’m very happy for you to feel that. Abstract art I obviously select my elements and the composition also have a meaning or like I say I try to put meaning in my work it’s always very loose but like I said again I’m happy for you to feel whatever you feel like. No misconceptions whatsoever, everything works.

ALM: Describe a typical day in your life?

FP: I’m usually on a plane but when I’m at home or in the studio.. when I’m in the studio
I wake up in the morning we have a very organised studio setup it’s basically we do like office hours. 
Because I have a team. So you have to be organised for them to do their hours. So I wake up in the morning and I go to the studio and we work 9-6 and then I go to the gym in the evening or do something to stay healthy or maybe go to the beach but I’m always thinking about art that’s for sure but the rest of the studio they can go and rest I on the other hand I’m always thinking about my work. 

ALM: What artists inspire you?

FP: I started doing graffiti like I told you at age 12 so yes the modern New York graffiti scene has always been a big inspiration to me. I think graffiti is the ultimate representation of what’s happening nowadays, it’s very direct very immediate, anyone can do it. 
I always say graffiti to art is like Twitter to newspapers. Everyone can do it it’s like disposable, ephemeral very immediate anyone can write it. So thats been a big inspiration i feel its very CONTEMPORARY graffiti could only belong to this very century.
But as I grew older I started looking at kinetic art and optical art and I would say Carlos Cruz Diaz who sadly passed away literally like 3 days ago he’s been a massive inspiration to me and other than him minimal art, kinetic, optical art and nowadays digital art and all these are always very inspiring.

ALM: What do you do when you get into an ‘Artist Drought’?

FP: There’s is this Japanese novelist Haruki Wurakami who only writes novels except for one essay and he has only one essay and it’s titled “what i talk about when i talk about running” he basically tells a story about him been a novelist and also a long distance runner. He says for me as a runner I’m not a long legged Jamaican runner, I’m a short Japanese long distànce runner.
So meaning I have short legs but they run every day and I can run a lot. As he says as an artist I’m the same – I’m a short legged Japanese runner, meaning I work everyday so I’m never uninspired I don’t need to have long legs and wait for the muses to come visit. I just train hard everyday so I’m always inspired and I feel very much connected to that thing. I work a lot so I always know how to start a new novel.

ALM: Have you been to Africa before now?

FP: This is my second time in AFRICA but I’ve only been to North Africa, Morocco so it’s my first time up in here so I will say this is my favourite city now.

ALM: What do you think about Nigeria?

FP: Honestly I can’t give an opinion. I don’t have an informed opinion I have just been here for 24 hours and the past 12 hours it was dark and I’ve been sleeping but I’m loving it so far 

ALM: What will be difficult to forget about Nigeria?

FP: People are being really friendly right now I have been here for such a short time.
I’m looking forward to meeting new people and getting inspired. As an artist or for anybody I think it’s good to be inspired, it’s good to get things thrown in your face that you were not expecting.

ALM: What are you looking forward to on this trip?

FP: To be out of the comfort zone is always interesting. To see how other people do things is always inspiring. I’m looking forward to that

ALM: How do you think this new bottle design speaks to both young and old?

FP: Like i said earlier my work speaks a lot to my generation but I feel this is the whole thing about our whole motto which is to remix the present. In order to do that you have to look back and basically when I went to archives in Cognac I looked at the old graphic design and the whole thing and I came up with this design that takes a lot from tradition you know how Hennessy very special was called Hennessy three stars I got the 3 stars, I made use of the quilted pattern which is every where on the old work is in the current design. There’s a lot of the past in this work/orthodox even though its very modern work. I think in order for you to create the New, you must look at the past. I think in order to thrive in the arts is to look at the past and then remix the whole thing which is what I think Hennessy is always doing cause they are always making new cocktails so I believe to create new art you must look at the old traditions and customs. In other to be modern and unusual you have to look at what’s been done before. 

ALM: What would you tell your 25 yer old self?

FP: Like Hennessy says ‘Never stop Never settle’ always keep an open mind and always take risks, get out of your comfort zone. Success to me is to remain unsuccessful. Always keep looking, if you get comfortable its over. I think that it’s the same thing with every work of life.
To be successful you have to keep learning 

ALM: What do you say to young artists?

FP: Well pretty much what i just said also to look at what’s been done before. I think its very important to look at what’s been done before. For me I went to arts school and i wasted my TIME which is just horrible they would make Me like paint the same patterns over and over again and paint like style life’s and models and stuff like that. To me the only good thing I learnt from art school is to look at arts history, art history was actually the only thing like wow I got to learn about the past.
Arts is like science you know so if pennicillin had been discovered you would want to move on and find a cure for cancer to create something new you need to know that pennicillin had been created. So you look at arts history. I think it’s very important to respect the past and tradition 

ALM: Complete the sentence,  I never leave home without…….

FP: Oh wow! I’m going to go very basic here cause I’m thinking about of a lot of things. I can’t leave home without my internet, I think it’s very important I’m not even talking about phone and computer. If I don’t have the internet I get really shaky.

‘In Conversation with’ by ASPIRE Luxury Magazine celebrates stars, influencers, celebrities and public figures, shining a spotlight on their lives and the incredible stories they have to share.

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With 8 generations of master blenders from the same family, Hennessy is over 252 years of quality craftsmanship in a bottle. Over 2 centuries worth of history and tradition is succintly articulated during the conversation with Fabien as he elucidates the Hennessy brand and the Art of Living.

In Conversation with Fabien Levieux begins now…

ALM: In your experience as a global brand ambassador for Hennessy, what do different people find to be the most surprising about the Hennessy brand?

FL: It depends on where you are in the world, we ship to about 143 countries. We ship to America, Asia, Europe, Africa, Australia, next step should be to the penguins in the south pole *laughs *.  It is very easy to surprise many people because the consumption methods are very different in many places. In Asia, they go “err cognac with dinner? Then you go to Europe and say I put ice in my cognac or I use my cognac in cocktails and they go “are you crazy, cognac is sacred”. Then you go to America and say “I put ice in my cognac’ and they say yeah “we’ve been doing this since 1803”.

So every country will have a different approach and what is great about Hennessy is that you have many ways to surprise people. Cognac with dinner in America is very surprising, not always well received, cognac in cocktails for the rest of the world is very surprising. Most people still believe all over the world that the traditional way of taking cognac is neat, by the fire, in a snifter on a cold day, but do you know what a cold day is in Nigeria? *laughs*. But, if you go back to the 19th century, the way to enjoy cognac is any way you want, usually mixed, as classy cocktails in the 19th century were made with cognac. Enjoying cognac neat by the fire with a cigar is a 20th-century image. The art of tradition is what I like to surprise people with, telling them that cognac in mixtures is okay, cognac is not sacred, you can have respect. It is a hot day so, Hennessy VS, ginger ale and ice is perfect and this is good cognac, high quality, really really prestigious, even though I’m mixing it. Cognac is completely free, you can do whatever you want as long as you enjoy it. Remember, Hennessy is not just 40% alcoholic liquid in a bottle, it is everything but that. It is an art of living as long as you enjoy it.

ALM: What has inspired your career path?

FL: It has to do with the history of my family, I come from a very strong French traditional family, where gastronomy, the art of living, enjoying fine wine and fine spirits were part of my family, so we grew up in that atmosphere. It was logical for me to end up in wines or spirits and I’m pretty happy to have ended up with the largest, most powerful and biggest cognac brand in the world.

ALM: How is Hennessy best enjoyed according to manufacturers instructions?

FL: Your way! That’s what we like to say, so far for most parts of it, it is still a free world. Enjoy it the way you like.

For example, Hennessy XO neat, not my cup of tea, because Hennessy is a cognac with a robust structure, big texture and oakiness – rich in flavour and spice so it’s too spicy for me. I’m a wimpy guy. I like my Hennessy XO with ice, in a white wine glass with lots of ice and give it a couple of swirls and this is great.

I like my VSOP classic cocktail.

I like my VS mixed with ginger ale, tonic water, cranberry or whatever. But some people like my ex-boss liked Hennessy XO neat, he liked VS neat.

There’s no rule, well there is one rule and that is “that there’s no rule”, its taken any way you like it as long as you enjoy it. That’s the art of living we promote.

ALM: Which of the Hennessy brands would be best for a new convert?

FL: I don’t think you should try Hennessy XO neat because its a big, powerful and intense cognac. You might be offset by the power of the flavour, you want to start working with mixing it! Again, I can guarantee you would like Hennessy with ginger ale, lime and ice, its something you can make at home. Its super nice and easy, but take a good ginger ale, I mean if you’re going to take the best of cognac why not take a good ginger ale?

ALM: If you weren’t doing this what would you be doing?

FL: That’s a very good question, I would be more in the technical side of things. If I hadn’t gone to business school, I would have kept on going in the grape growing and winemaking business or the elaboration process because I think there is magic to end up with the flavours in a bottle of cognac that comes from the grape. Actually, when you go to school you learn that it’s not magic but chemistry. From grape growing to winemaking to the distillation process, the maturation process then blending, at the end of the day discovering flavours like leather, coffee, tobacco, prunes, in a bottle of cognac.

ALM: What are the three largest misconceptions about your work? 

FL: That I get paid too much!

And that I don’t believe in what I’m saying. Most people believe that of course, I’m trying to sell them something, I cannot understand the market of expanding sales, although I’m a part of sales, ask me how much a bottle of cognac is? I don’t know, I just don’t deal with money. So the common misconceptions are that I’m trying to sell you something. No, I’m trying to explain something to you, that this is good and you’ll enjoy it just the way I’m enjoying it. Even at home, I barely have anything else but cognac because I like it and I also get a good deal off it *laughs*. Hennessy is the H of LVMH, we have other spirits, wine and champagnes. But I have to admit I think cognac tastes better. So if they tell me I’m talking about this because I’m paid for this, I say no, its because I believe it and on top of it I make money off it and its great.

Some other people think that it’s always easy, that I spend my time enjoying a cocktail in my hand and I never work. Sometimes you want to be home watching a football game with a pizza and a beer. But no, you have to make sure that guests are welcomed with cognac. They want to learn, have a good time and you’re also there to make sure they just have a good time. 

ALM: Is there anything left for you to learn about cognac or Hennessy?

FL: No, I don’t know everything. I’ve been in the cognac business for 20 years and I’m still scratching the surface. So when people come to me saying they want to learn everything about cognac in 2 days, I tell them” yeah it’s going to take a little bit more time”. Cognac is still a moving industry because we are still researching how we can improve the quality of the grapes, of the wine, we still do research and development which is important to Hennessy.  We are still discovering new things day after day and whenever we find ways to increase the quality of the grape or the wine or of the distilled spirits then Hennessy will talk to the grape growers partners and try to improve and we are still working towards that.

Usually you would take the distilled spirits and put it into a barrel and it sits, we understand now there is a bigger notion of control, which type of barrel, the age of the barrel. So it’s very very technical. But it’s true that I do know more than the average person.

ALM: What’s a typical day for you like?

FL: Er well, it starts about 10:30 meeting journalists *laughs*, but it depends where I am.

It starts between 2 places in the world, well one is the cognac region, where Hennessy is located, which is where I live and I was raised. And because I travel about 15 weeks a year so it could be Asia,  America, Africa, Europe..anywhere. When I’m travelling it could be meeting with the press to make sure they get the right message, meeting with key people, key opinion leaders, key customers or just having fun making sure that our guests have a good time and spread the word. I could also be doing seminars, teaching people, training people and when I’m home I welcome guests. I bring people directly to the vineyard, the winemaking places, the distilleries and we also show them what the Art of Living that Hennessy symbolizes is about with lunches or dinners.

ALM: Do you live on a vineyard?

FL: At the end of the tip of a tiny village which is about 10 miles northeast of Cognac and there is no road anymore, only vineyards and woods and forests surrounding the house. It’s very very quiet, too quiet for some people, but life is about balance, travelling which gives the excitement, and then having the quiet peaceful life in a nice village.

ALM: What’s the name of the village?

FL: Courbiac

ALM: Do you think being French has shaped your appreciation for cognac?

FL: French people appreciate the Art of Living, so we are talking about two hour long meals enjoying fine dining, France is famous for its wines and foods, so being French, wines and spirits is kind of a part of our DNA.  Although it doesn’t limit the appreciation to French people, you can obviously be from Nigeria and enjoy a good drink.

ALM: Do you ever get drunk?

FL: Of course not, I mean cognac is about appreciation

ALM: What’s your perfect cure for a hangover?

FL: What’s a hangover *laughs*? Honestly, this is a very serious and almost touchy subject because we heavily promote responsible drinking. You don’t drink cognac, by the way, you enjoy cognac and with moderation.

ALM: What are your three favourite  African cities?

FL: Africa is big and the culture is wide. First would be Lagos, honestly coming from Courbiac, there’s a lot more energy, after about 3 to 4 days I may get overwhelmed, but it’s like New York.

I like the climate of Nairobi Kenya, and then Cape Town, South Africa 

ALM: If you were to make one Hennessy cocktail stop, which would it be?

FL: Are you kidding? Every cocktail will find at least one person in the world who would enjoy it. Remember the 1920s Sidecar, lemon juice, triple sec and cognac. Originally it was one third of each, if you try it now you would freak out because its super acidic, so the proportions have been adjusted and now it tastes really good. But in those days, the original recipe is the way the Sidecar was enjoyed,  so I think every cocktail  will find its audience and I hope everybody will enjoy what they find.

ALM: What’s your favourite Hennessy cocktail?

FL: There’s one that I pretty much created, its one measure of Hennessy VSOP, half a measure of triple sec, and half a measure of cherry liquor. Then on ice with a couple of cherries, an orange peel, give it a couple of swirls and voila!

ALM: Do you find a difference between the way Africans consume cognac in comparison with the rest of the world?

FL: Well yes of course,  compared to Europe, which is a slow to act kind of place, meaning more traditional. So its very difficult for European people to consider putting ice cubes in cognac or mixing it. These mentalities are very difficult to evolve, but in Africa you are a lot more open to many consumption methods, it could be Hennessy XO on the rocks, it could be a classic cocktail.

ALM: There are different age groups that consume Hennessy, how do you speak to each of them?

FL: Usually, in the normal world the older you get the more money you make, so it’s usually common to see younger people enjoying Hennessy VS , they also may start discovering spirits and they might use it as a cocktail and then slowly with a bigger purchasing power and brand familiarity they might move to VSOP, or a classy cocktail. They’ll try to look for the purest flavour as they get more mature and have more money and then move to Hennessy XO, first on the rocks before dinner and then neat after dinner. It has to do with age, maturity and purchasing power.

ALM: Does Hennessy appeal to people as alternative investment options?

FL: That’s a question I get a lot of times like “how long can you keep a bottle of cognac”  and I usually reply “you can not”.  You have to enjoy it and go buy another one. There is no point, cognac is blended to be enjoyed with your friends.

My brother tells me “Life is Short, Enjoy it while it Lasts”, it might be later than you think and its actually very true. So the truth is don’t keep cognac, it might outlive you and you don’t want that. So there’s no purpose in speculating the price of cognac in the future.

ALM: Complete the sentence,  I never leave home without…….

FL: Underwear  *laughs*.

I never leave home without wanting to come back. I have a big family, 1 wife, 2 kids, 3 cats, 2 dogs and 1 horse. So it keeps me busy. I would like to believe that they need me there and that they want me to come back.

ALM: Complete this sentence, I never go into a meeting without …..

FL: A good cup of coffee, because I’m an on-off kind of person. If I’m not on, I’m super off, so coffee is really really great for me

ALM: What are you doing in Nigeria for the next few days?

FL: Talking with people from the trade, retailers, make sure they understand the concept of Hennessy. What Hennessy is all about, the art of living rather than the 40% alcoholic liquid in the bottle and of course the nightlife, cause Lagos’ nightlife is amazing. This is going to be a lot of fun because this is where real life and consumption is, we call it market visits and have fun with the locals. It’s interesting for me to see how people interact with cognac and how they enjoy it. It makes me feel good to know people are having a good time and that I’m having a good time with them too.

Life is all about sharing. At a table over dinner, we just don’t share a good meal, but ideas and opinions.

‘In Conversation with’ by ASPIRE Luxury Magazine celebrates stars, influencers, celebrities and public figures, shining a spotlight on their lives and the incredible stories they have to share.

The post In Conversation with Hennessy’s Global Brand Ambassador, Monsieur Fabien Levieux first appeared on Aspire Luxury Magazine.

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At Hennessy, the role and responsibilities of Master Blender come with a discreet luxury every artist dreams of: carte blanche to create a purely personal expression of the craft. Like a self-drawn portrait, Master Blender’s Selection N°2 is an intimate expression of creativity and passion. A blend based purely on imagination and innovation, it follows its own rules, traveling an individual timeline from vineyard to bottle.

To commemorate this pure expression of creativity, craftsmanship, savoir faire and passion, Hennessy has aligned with family-run, leather craft brand, Will Leather Goods, to produce a limited run of bespoke Master Blender’s Selection N°2 “Silas” Backpacks. Embossed with the Master Blender’s Selection N°2 emblem to reinforce themes of unparalleled craftsmanship, quality, and family that are at the heart of the collaboration – each handmade bag comes in a rich Cognac leather inspired by the blend’s gold tinged dark amber hue. Starting November 2017, the Master Blender’s Selection N°2 “Silas” Backpack may be purchased online at www.willleathergoods.com; available for a SRP of $450 while supplies last.

Much like Will Leather Goods’ craftsmen, the Hennessy Master Blender enjoys the freedom to create without constraint. By way of palette, he draws on a selection of high-quality eaux-de-vie with great potential, which have been set aside in the cellar specifically for exclusive creations. Master Blender’s Selection No. 2 comprises only a small fraction of the Hennessy reserve.

Innovative and unique by virtue of its hand-curated selection process, Master Blender’s Selection N°2 is composed of eaux-de-vie that are at least 10 years old. Each is aged for 18 months in young coarse-grained French oak barrels before additional aging in old barrels. Thanks to initial contact with young wood, the eaux-de-vie acquire unique flavors that come together over time in a harmonious, balanced blend of elegance and power.

Every blend within the Master Blender’s Selection series possesses a distinct personality: N°2 is bottled at 43%, also known as “cask strength.” This process gives it a distinct hue and aromatic tones defined by roundness with a hint of boldness.

Unlike most Hennessy Cognacs, this limited edition release is a genuine single batch: blended only once, never to be replicated again. As befits a craft Cognac, Master Blender’s Selection N°2 will be available exclusively in the U.S. in October 2017 at select fine retailers for a SRP of $92 (750ml)

Source: Hennessy

The post Master Blender’s Selection N°2 Celebrates Launch with Release of Custom Cognac-colored Will Leather Goods Backpack first appeared on Aspire Luxury Magazine.

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