Hennessy at Gold Gala

Celebrating Asian American Heritage Through Elegance, Legacy, and Spirit

YEAR

2025

ROAL

Creative Direction
Art Direction
Experience Design
Production Design

TEAM

CLIENT Hennessy
AGENCY  STADM
PROJECT LEAD Maxwell Davidson
CREATIVE DIRECTOR  Shao-Jo Lin
PRODUCER Dan Matthews, Isabel Ng
PHOTO CREDIT BFA, Getty, LJ Kim, Orion Bustamante

The Gola Gala

In celebration of Asian American and Pacific Islander Heritage Month, the Gold Gala—hosted by Gold House—has become a defining cultural moment in the U.S. Each May, the gala honors the A100 list: a prestigious roundup of the most impactful leaders across entertainment, fashion, politics, technology, and beyond.

The 2025 theme, First Lights, honored individuals who shine in moments of darkness—ranging from Olympic gold medalists and creators to first responders and cultural pioneers. With over 600 guests in attendance and a menu by James Beard Award-winning chef Lord Maynard Llera, the evening was an elegant, high-impact tribute to heritage and excellence. As the official spirits sponsor, Hennessy played a central role in elevating the experience—both in taste and presence.

Creative Objective

Our challenge was to bring the Hennessy brand to life in a way that felt aligned with the Gold Gala’s visual identity, while maintaining the timeless elegance and heritage of the Maison. The design language needed to resonate with a new generation of Asian American cultural icons, while standing up to the high editorial standards of the evening's press and production.

Spotlight: Hennessy Paradis Wall

For the Gold Carpet experience, we designed a sculptural installation that quickly became one of the most iconic moments of the night: the Hennessy Paradis Wall.

Shaped to echo the elegant silhouette of the Paradis bottle, the structure featured a cascade of illuminated mini Paradis bottles set within soft, curved layers in gold and champagne hues. Both architectural and refined, the piece created a warm, radiant backdrop that felt editorial and intimate—transforming into a key photo moment for celebrities, talent, and media.

This installation successfully merged brand storytelling with social impact, anchoring Hennessy’s presence at the cultural center of the evening.

Impact

The activation helped solidify Hennessy’s commitment to celebrating Asian American excellence while bringing its luxury spirit to life in a culturally nuanced and visually arresting way. The Paradis Wall alone generated widespread media visibility and became one of the most shared visuals of the night—further reinforcing Hennessy’s place as not just a sponsor, but a meaningful participant in the community.