LVMH Moët Hennessy Louis Vuitton : Wines & Spirits · November 10, 2022 Maison Hennessy launches innovative web3 partnership with Friends With Benefits DAO, creating Café 11, a unique cultural social club of the future
November 10, 2022 at 12:09 pm EST
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Inspired by the artist cafés of 1920s Paris, Café 11 is the first club of its kind, merging a DAO - decentralized autonomous organization - and an iconic luxury brand. Club members will have a chance to be part of exclusive culture experiences in exceptional places. Café 11 reimagines today's social gatherings, taking a cue from the chance encounters of the 20th century. This exciting new space will unfold during a series of global events as Hennessy becomes the first luxury brand to join in an initiative like this with a DAO.
For this groundbreaking initiative, Hennessy has teamed with pioneering organization Friends With Benefits (FWB). This DAO counts a web3 community of 3,000 creatives, including artist Petra Cortright, icon Erykah Badu, designer David Rudnick, and founder Trevor McFedries, who invented the virtual influencer and viral sensation Lil Miquela.
Access to this exclusive network is granted to collectors of a Café 11 NFT, designed by artist and FWB member John P. Dessereau. On November 4, FWB minted 1,765 Café 11 NFTs, a number that pays tribute to the year Maison Hennessy was founded. To become a member and participate in Café 11 events, NFTs can be purchased at hennessy.cafe11.xyz.
The inaugural event welcoming this unique network of NFT owners will take place during Art Basel Miami Beach in December. A multi-day experience invites Café 11 members to take part in Hennessy cognac tastings, culinary events, cultural programming and much more.
Café 11 is a partnership between visionary leaders in their fields. For two and a half centuries, Hennessy has been synonymous with excellence, inspiring generations with its hand-crafted cognacs. FWB joins this legacy and enriches it with a blockchain-backed, community-led ethos. This initiative underscores Hennessy's long tradition of embracing the avant-garde.
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LVMH - Moët Hennessy Louis Vuitton SE published this content on 10 November 2022 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 10 November 2022 17:08:01 UTC.
LVMH Moët Hennessy Louis Vuitton SE is the world leader in luxury products. Net sales break down by family of products as follows:
- fashion and leather items (48.9%): brands such as Louis Vuitton, Kenzo, Celine, Fendi, Marc Jacobs, Givenchy, etc.;
- watches and jewels (12.8%): Bulgari, TAG Heuer, Zenith, Hublot, Chaumet, Fred brands, Tiffany, etc.;
- perfumes and cosmetics products (9.6%): perfumes (Christian Dior, Guerlain, Loewe, Kenzo brands, etc.), makeup products (Make Up For Ever, Guerlain, Acqua di Parma, etc.), etc.;
- wines and spirits (7.7%): champagnes (Moët & Chandon, Mercier, Veuve Clicquot Ponsardin, Dom Pérignon brands, etc.; No. 1 worldwide), wines (Cape Mentelle, Château D'Yquem, etc.), cognacs (mainly Hennessy; No. 1 worldwide), whisky (mainly Glenmorangie), etc.;
The remaining sales (21%) are from selective distribution through the Sephora, DFS, Miami Cruiseline chains and Le Bon Marché and La Samaritaine department stores.
At the end of 2023, products are marketed via a network of 6,097 outlets located throughout the world.
Net sales are distributed geographically as follows: France (7.9%), Europe (16.4%), Japan (7.3%), Asia (30.8%), the United States (25.3%) and other (12.3%).
LVMH Moët Hennessy Louis Vuitton : Wines & Spirits · November 10, 2022 Maison Hennessy launches innovative web3 partnership with Friends With Benefits DAO, creating Café 11, a unique cultural social club of the future