NBA
Hennessy brings spirit of NBA to Oxford St – The Spirits Business
Moët Hennessy’s flagship Cognac brand has taken over Selfridges Corner Shop in London to celebrate its partnership with the National Basketball Association (NBA).
The Hennessy Cognac activation, which will be available until 31 August 2024, marks the first time an alcohol brand has overtaken the Sportopia space at the corner of Oxford Street and Duke Street.
“We’re excited for customers to experience this incredible new Corner Shop concept, where a basketball court, courtside bar and edit of exclusives bring a taste of courtside action. The collaboration joins our Sportopia line up, a celebration of sport at Selfridges this summer, with a shared commitment to celebrating community and culture,” said Judd Crane, executive buying director at Selfridges.
Visitors can practice their free throws at the court and participate in a one-minute challenge for a chance to top the day’s leaderboard. Each day winners aged 18 and over are awarded a limited edition Hennessy XO NBA bottle worth £200 (US$260).
Other engaging offerings at the shop include ‘the Henny Cam’, where NBA fans can get their images taken, as well as a selection of Hennessy and NBA-branded sports paraphilia, such as Hennessy silver basketballs retailing for £85 (US$110) each.
The ‘first-of-its-kind installation’ will also include a bar christened ‘the Hennessy Player’s Lounge’, where guests can enjoy the brand’s VS Cognac on the rocks, a signature cocktail part of the summer’s Made For More campaign, fronted by Teyana Taylor and Damson Idris, or cocktails from Hennessy Margarita to a Berry Mojito.
Julie Nolet, managing director at Moët Hennessy UK, said: “Following our floating NBA basketball court in 2022, we’re known for coming up with fun and unexpected locations and what better this summer than by slam dunking it in the centre of all the action? Right in the heart of one of the UK’s most culturally iconic locations, Selfridges on Oxford Street.
“We’re inviting all Hennessy and sports fans to join us this August and get in to the Spirit of the NBA and the summer of sport by shooting some hoops and sipping a Hennessy cocktail at our Player’s Lounge Bar.”
The collaboration underscores the shared commitment of Hennessy and the NBA in celebrating ‘community, culture and excellence’. Hennessy is also the the official spirit of the NBA.
In celebration of the NBA’s 75th anniversary, the Cognac brand has teamed up with designer Lorenz Bäumer to create a limited edition magnum of Hennessy Paradis set within a crystal basketball, presented at site. The special release is limited to 75 bottles worldwide.
Earlier this year, Hennessy expanded its Spirit of Travel XO collection with a Harrods-exclusive product to celebrate the London store’s 175th anniversary.
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