FormRoom produced and installed a ‘Glam Rock’ inspired window design for the iconic Hennessy X.O. for Selfridges.


This year the iconic X.O comes in a daring and modern striped decanter created by the celebrated Australian designer Marc Newson. This Hennessy window design was to unveil the limited-edition bottle, revealing Hennessy Xo’s ability to transcend and continue its legacy in new, contemporary ways. This Hennessy XO window at Selfridges needed to offer a captivating showcase of the brand’s storied history, expert craftsmanship and celebrity status in the drinks world.


Our design direction was a mixture of high shine and metallic materiality in a nod to this year’s ‘Glam Rock’ theme. The window design amplifies the decanters distinctive shape and contents, combining mirrored poly-carbonate curtains and transparent plexi flooring. The stairs were laid with silver, glossy laminate and coated with the iconic Hennessy mahogany shade. Illumination and mirrors create a vortex effect in alcoves, spotlighting product in a hypnotic, ethereal way, equally impactful for day and night.

To achieve maximum impact, mirrored light bulbs were installed above the window display to replicate stage lighting and set the drama. Similarly, red carpet accents and ascending stairs signal the celebrity status of the product, and prestige of the brand in a fun, abstract way.


Bold, modern and refined, the design “emphasizes the strength of the decanter’s shape, highlighting both the bottle and the contents,” says Marc Newson. Looking to amplify the cognac design with reflective mirrors and stage lighting, this Hennesy window design showcases the progression and reinterpretation of the iconic Hennessy brand in a way fit for an equally prestigious retailer.

The display is a testament to the artistry behind this iconic cognac, as well as a tribute to the rich, smooth sensations of the drink itself and its constantly evolving positioning in new contexts.