Rémy Martin unveils XO collaboration with Anish Kapoor

Rémy Martin has unveiled a limited-edition XO decanter and exclusive artwork created in collaboration with British-Indian contemporary artist Sir Anish Kapoor. The launch took place at the Institute of Contemporary Arts in London, attended by Anish, Maison Rémy Martin CEO Jean-Philippe Hecquet, and global guests.

Anish, known for his large-scale public installations, including the ArcelorMittal Orbit in London, spoke about his personal connection to the spirit, “My father used to drink XO in India, at the time when it was very difficult to get hold of. Somehow, there’s a romantic ineffable magic to this liquid. So when Rémy Martin approached me to get involved, it didn’t take much for me to agree. It’s a complicated thing for an artist to be involved with a product, but I see this as a sentimental journey.”

The XO decanter, featuring a new copper neck and stopper, launched in select markets this April with a recommended retail price of $189.99. Travel retail is central to its global rollout, with immersive promotions kicking off at Hong Kong International Airport and West Kowloon station, in partnership with China Duty Free Group and Avolta. Additional high-profile activations are scheduled for London Heathrow, Zayed International in Abu Dhabi, and Paris Charles de Gaulle later this summer.

The activations are themed ‘Mirror Infinite Possibilities’ and include gamified cocktail customisation, interactive light experiences, a concave mirror installation, tastings, and food pairings. Anish also created a large mirror-based artwork reflecting the colour palette of Rémy Martin XO, with the hues shifting as viewers move around it. “The colour is the most direct way of getting into it,” he said.