Hennessy partnered with Quintessentially to create a Lunar New Year celebration for high-net-worth guests in NYC, fusing cultural symbolism with elevated brand experience. Rooted in the concept “East Meets West,” the event translated heritage and luxury into a one-night immersive experience atop a Manhattan skyscraper.
From invitations and menus to spatial graphics and custom guest details, the design system extended across every touchpoint. Collaborating with artist Guangyu Zhang, I built a richly layered visual language from his surrealist illustrations—unifying bold color, symbolic elements, and refined typography into a cohesive experience.
The result was a vibrant, culturally resonant brand moment that honored tradition while elevating Hennessy’s presence in luxury hospitality. I also photographed the event, capturing the rich atmosphere and storytelling throughout the evening.
The visual identity for East Meets West was built from Guangyu Zhang’s intricate, surrealist artwork. Drawing on its symbolic richness, I developed a full design system that blended cultural iconography with Hennessy’s refined aesthetic. The goal was to translate the emotion and energy of the piece into tangible guest experiences across every touchpoint.
Every piece of collateral was designed to immerse guests in the world of East Meets West. From the moment they received the invitation to the final toast of the evening, each touchpoint extended the narrative through form, texture, and symbolism. Materials were chosen for their tactility and richness, with design elements that carried cultural meaning while upholding the sophistication of the Hennessy brand.
