For its latest annual bottle label design campaign, Hennessy decided to go Latin. This follows on the successful creations that began with KAWS in 2011, and continued with Futura in 2012. This year the world’s leading cognac headed to Latin America, selecting the innovative Brazilian artists Os Gemeos, twin brothers who previously collaborated with Louis Vuitton and Nike.

As tradition follows, we at HOMBRE were given complete behind the scenes access allowing us to be first to see the bottle label design, meet with the artists, visit their studio and get an exclusive look at their relationship with Hennessy.

Francisco Romeo at Sao Paulo’s Lollapalooza

An an added plus we experienced Lollapalooza, enjoyed a performance by Nas and spoke candidly with the rap icon about becoming the latest Hennessy spokesperson.

Rap icon and Hennessy spokesperson Nas at Sao Paulo’s Lollapalooza (KWH)

Nas joins Martin Scorsese and Manny Pacquiao as the new face of the highly successful Wild Rabbit campaign…
Did I mention all this took place in Sao Paulo, Brazil?!

Sao Paulo

Sao Paulo

Sao Paulo

Hennessy only knows about being the best so it was no surprise that this journey was first class all the way. Beginning with the First Class United flight and a stay at Sao Paulo’s exclusive Jardins neighborhood in the luxury boutique 5 starHotel Fasano.

Sao Paulo

This was an extraordinary chance to experience the city that will be the center of the world’s attention next year with the arrival of the World Cup.

Lunch at Skye, Hotel Unique

We enjoyed traditional Brazilian dining.

Club nights at Bagatelle

And partied at the hottest clubs.

Tour through art neighborhoods and Batman Alley

Tour through art neighborhoods and Batman Alley

We were give the chance to explore Sao Paulo’s exciting art scene, even visiting the popular Batman Alley.

Hennessy dinner at Sao Paulo’s D.O.M.

D.O.M.’s Chef Alex Atala with Francisco Romeo

Hennessy dinner at Sao Paulo’s D.O.M.

A special highlight of the trip was dinner at D.O.M., voted one of the ‘Top 50 Restaurants in the World.’ Chef Alex Atala created a special tasting menu paired with top wines and specialty crafted Hennessy cocktails.

Hennessy Tasting (KWH)

Hennessy Tasting (KWH)

The week of activities was designed to showcase the high standards that make Hennessy the best and biggest selling cognac in the world. The brand sells over 50 million bottles annually and owns more than 40 percent of the world’s cognac market.

Os Gemeos Otavio and Gustavo Pandolfo (KWH)

Obviously the main purpose of the trip was to witness the new bottle label design introduction and the artists responsible for it.

Otavio and Gustavo Pandolfo, better known as Os Gemeos, were born in Sao Paulo and still reside in their same childhood neighborhood. Heavily inluenced by the early hip hop of Run DMC and Whodini they began their progression in the world of art in the mid 80s. It was easy for them to explore a wide range of artistic expressions. And now their work adorns the walls of Sao Paulo’s Museum of Modern Art.

Os Gemeos mural at Sao Paulo’s Museum of Modern Art

As they say, “Brazil is so rich in culture. Rich in so many ways, in art, in music, in food. We have tried illustrations, childrens books, comics, stage, animation, exhibitions, instalations, graffiti, dancing, music… We have done a lot of experimenting, this is just one more thing.”

Speaking about their collaboration with Hennessy they add, “The most important thing is to have our own style and to be happy with these drawings. It’s very simple. In everything we do our goal is to have fun. Life is too short. Whatever we do, either a big painting or small bottle, there is always a message behind that you need to discover. It’s easy to explain to you why we put this green thing here. But if I explain it to you I limit your imagination and I dont want to do that. I want your imgination to fly into whatever you see and discover it on your own.”

Round table ieth Os Gemeos Otavio and Gustavo Pandolfo (KWH)
with

As for inspiration? “We are inspired by everything. You have your moments to write, imagine how many people read what you write, imagine the power you have, how many minds you can change. Art is the same thing. We think about how important that painting is. God gave us this power, to make people realize that is in our hands to make a change.”

Finishing our visit to their studio they leave us with a message, ‘Look in the mirror and think about what is your mission here. Free yourself and trust. When you do something, do it with passion.’ A fitting message for a magazine named ‘HOMBRE: For Men of Passion.’

Hennessy’s Director of Digital Marketing, Montana Triplett

KWH photos courtesy of Hennessy and Kirill Was Here

All other photos exclusively for HOMBRE by Francisco Romeo