World-leading luxury brand conglomerate LVMH – after its Louis Vuitton-branded flirtations with the metaverse – is taking another of it’s famous brands into the bold new frontier of Web3. LVMH-owned cognac brand Hennessy is partnering with the Friends with Benefits DAO organisation to launch an exclusive social club.
The social club intends to be an exclusive Web3 space, called Café 11. The exclusive club aims to create memorable and distinctive experiences across the globe for its members, inspired by the artist cafés of 1920s Paris. Membership will be available through the purchase of NFTs, with 1,765 tokens being minted on November 4th for $450. The NFTs will feature bespoke digital artwork by John P.Dessereau, a New-York based artist.
The first Café 11 event will take place this December at Art Basel Miami Beach. NFT members will be invited to various in-person events which include cognac tastings and live music, invitations are also noted to give additional exclusive international experiences. These events will allow for like-minded people to come together for networking and also provide Hennessy with potential new customers.
Hennessey has taken the crypto plunge before when one collector was able to purchase a limited NFT for $226.450. They were then able to either have physical bottles of cognac delivered to them or hold onto the digital asset to either retrieve later or sell on.