Rémy Martin partners with artist Huang Yuxing for striking Year of the Snake collection

The collaboration, popping up at key airport locations globally, underscores Rémy Martin’s dedication to cultural celebration and innovation.

Jan 20, 2025 - 16:56

Rémy Martin partners with artist Huang Yuxing for striking Year of the Snake collection

**The collaboration, popping up at key airport locations globally, strengthens Rémy Martin’s global appeal within travel retail during the peak Lunar New Year gifting period**

**The Rémy Martin x Huang Yuxing activation in Dubai International Airport Concourse B**

Rémy Martin, part of Rémy Cointreau, has unveiled a vibrant Lunar New Year collaboration with contemporary Chinese artist Huang Yuxing to celebrate the Year of the Snake.

Huang has created an exclusive artwork called ‘Majestic Serpentine’, the inspiration behind the latest Rémy Martin limited-edition collection.

The Rémy Martin x Huang Yuxing collaboration introduces collectible presentations of Rémy Martin XO and CLUB Cognacs, packaged in colourful, festive designs.

The collection is supported by immersive activations at key airports, including Singapore, Hong Kong, Macau, Taiwan, Tokyo, Dubai, Sydney, Auckland, Istanbul and Los Angeles, among others.

The Lunar New Year airport activations feature dynamic displays reflecting Huang’s designs alongside gamification elements such as the Year of the Snake Arcade Game, which offers travellers of legal drinking age the chance to top the Leaderboard.

Complementing this experience is a digital palm-reading activity that provides personalised Lunar New Year readings. A dedicated digital podium invites visitors to place their hand on a touchscreen to discover their good fortune message.

Travellers can also enjoy product nosing and tasting sessions that elevate the consumer journey.

The high-profile displays aim to captivate global travellers, reinforcing Rémy Cointreau’s strategy of blending luxury with cultural storytelling. Pictured is the Dubai International Concourse D activation.

**Fun, interactive and customisation elements add a layer of engagement that appeals to both seasoned Cognac connoisseurs and a younger, digitally savvy audience**

Seasonal gifting options include decanter personalisation, themed gift bags and branded red Hongbao envelopes (envelopes traditionally given during Lunar New Year). The gift bags are decorated with Rémy Martin x Huang Yuxing limited-edition illustrations.

The Lunar New Year campaign highlights Rémy Cointreau Global Travel Retail’s commitment to maintaining the Rémy Martin brand’s momentum in the channel after its landmark 300-year celebrations in 2024. Click here to read our interview with Rémy Martin CEO Jean-Philippe Hecquet on the Cognac house’s 300th anniversary.

The campaign was recently featured in The Moodie Davitt Report’s Image of the Day column in partnership with Duty Free Global.

**Gaming and palm-reading interactive elements elevate the customer journey at the animations**

“Cognac, a symbol of quality and prestige, is a popular choice with Chinese travellers seeking luxury Lunar New Year gifts for loved ones,” commented Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke.

“Therefore, this period is a golden opportunity for us to maximise brand awareness and relevance – and to consolidate the House of Rémy Martin as the Cognac brand of choice for these key festivities.

**Each HPP features vibrant merchandising displays that echo Huang Yuxing’s illustrations to boost visual impact. Pictured is the Rémy Martin x Huang Yuxing animation in Macau.**

“Importantly, with this innovative and vibrant Rémy Martin x Huang Yuxing gift collection and associated activation programme, we also see a lucrative investment opportunity to attract younger consumers and encourage them to discover our exceptional portfolio.

“Combining heritage, craftsmanship and contemporary design, these distinctive limited editions are sure to resonate with both Cognac enthusiasts and new customers.”

Majestic Serpentine: A tribute to nature and renewal

**Huang’s signature bubble motif echoes the precious fruits at the centre of the Cognac-making process of Rémy Martin**

Huang’s Majestic Serpentine artwork encapsulates themes of fortune, authority and renewal. A mythical serpent winds through a vibrant landscape inspired by the terroir of Grande and Petite Champagne, where Rémy Martin sources its grapes.

The flowing river symbolises a legacy of eaux-de-vie from the two regions of Cognac, prized for their elegance and ageing potential.

Jewel-toned hues represent the rich aromas of Rémy Martin’s Cognacs, while the serpent’s upward motion reflects the maison’s forward-looking philosophy.

**Left to right: Rémy Martin XO and CLUB expressions**

The Rémy Martin XO’s outer packaging features a winding serpent motif that reflects the artist’s Majestic Serpentine artwork, while sliding open it reveals a decanter adorned with multi-hued elements of the same design.

Rémy Martin XO, crafted by Cellar Master Baptiste Loiseau, blends eaux-de-vie exclusively from Grande and Petite Champagne.

The Rémy Martin CLUB has been redesigned with a colourful update inspired by Huang Yuxing’s Majestic Serpentine artwork. The festive packaging, featuring a wraparound multi-coloured design, targets a younger generation of collectors in Asia.

Beijing artist Huang Yuxing is a leading figure in contemporary Chinese art, known for his dynamic use of colour and classical Chinese influences. His work has earned worldwide acclaim, with his painting Seven Treasure Pines selling for HK$64 million (US$8.2 million) at Christie’s in 2021.