See How Rémy Martin Celebrated Hip-Hop and Mixtape Culture

Customizable bucket hats featured classic graffiti-style fonts.Photo: Angela PhamNEW YORK—In March, cognac producer Rémy Martin celebrated the 50th anniversary of hip-hop and the launch of its VSOP Mixtape Volume 3 limited-edition bottle at the Universal Hip Hop Museum in New York City. 

During the event, which was produced by Ken Solomon Productions, the brand also unveiled its Mixtape Street Art Museum, a series of augmented-reality murals by creative agency Fred & Farid in collaboration with illustrator Xia Gordon that spotlight iconic DJs—DJ Spinderella, DJ Cocoa Chanelle, Kool DJ Red Alert, DJ Marley Marl, DJ Yella, DJ Jelly, DJ Jay Illa, and DJ Shortkut—across five cities, including New York, Los Angeles, Chicago, Atlanta, and San Francisco.

"The inspiration for the murals came from classic hip-hop culture of the '80s and '90s," explained Tina Reejsinghani, vice president of Rémy Martin Americas, "incorporating the aesthetics and illustrations of this pivotal time in music. Inspiration ranged from classic American paintings to popular comic-style art. Just like a good mixtape, the mural elements are blended together, elevated with a touch of Rémy Martin."

The mural imagery incorporates AR technology, produced by creative company BUCK, providing an interactive viewing experience that highlights the impact each DJ has made throughout their careers. Fans can scan the individual QR codes that are integrated into each of the mural designs to access the information. Via the QR codes, visitors are also able to learn about a series of events hosted in conjunction with iHeartMedia and enter for a chance to win a pair of tickets to attend the parties in participating cities through July. The first event will take place in New York City on April 27, followed by Chicago, Atlanta, Los Angeles, and San Francisco.

Rémy Martin also partnered with iHeartMedia’s iHeartIMPACT to provide a donation aimed at preserving the Universal Hip Hop Museum’s archival space.

At the NYC event, guests were able to explore the museum’s archival memorabilia and witness a breakdance performance by the Hip Hop Dance Junkies as well as listen to sets by DJ Suss One and DJ Quicksilva. Throughout the evening, guests—including journalists, influencers, brand partners, and the DJs and their crews—enjoyed libations including The Rémy Ginger and other specialty drinks like The Marley Marl, The Red Alert, The Spinderella, and The Cocoa Chanelle, which were all creative takes on the brand’s classic VSOP cocktails. Imagery of the murals was also displayed throughout the museum and event space.

Reejsinghani said that "many of Rémy Martin’s programs, not just Mixtape, have sought to amplify the connections between music and cognac and celebrate communities and excellence in the global music scene," also citing its campaign with Usher that included an AI-powered immersive experience.

Keep scrolling to see more from the NYC event and the AR murals...