In 2011, Hennessy V.S unveiled a limited-edition bottle designed by KAWS. The collaboration marked the cognac house’s first full-bottle visual revamp, blending KAWS’s bold graphics into the brand’s heritage container. Each 750 ml bottle featured oversized “XX” imagery, abstract color blocks, and a handwritten tagline on the back.

A Launch in the Museum and Beyond

The bottle debuted at an exclusive launch held at New York’s New Museum, complete with a DJ set by Questlove and a performance by Gray, the band founded by the late Basquiat collaborator Michael Holman. The design rolled out later that year as a nationwide release. (2, 3)

Digital Activation Meets Collectible Design

Hennessy pushed the rollout further by embedding a custom QR code into press materials and bottle packaging, directing fans to an interactive mobile experience with exclusive content and digital wallpapers. The campaign generated approximately 1.3 million scans. (4)

Why It Matters

This collaboration positioned KAWS as more than a design partner—he became a creative storyteller for a global brand. By placing street art aesthetics on a luxury product and pairing it with a savvy digital strategy, the project blurred boundaries between art, lifestyle, and high-end marketing.