The world’s leading cognac brand becomes the first alcohol brand to take over the iconic space as part of Sportopia, Selfridges’ summer celebration of sport.
London, UK – July X, 2024: A game-changing takeover is set to hit Selfridges this August as Hennessy brings the excitement of the basketball court to one of the UK’s most renowned retail destinations, celebrating its marketing partnership with the National Basketball Association (NBA).
A newly announced highlight of Sportopia this summer, shoppers can experience the Hennessy x NBA activation for a limited period from 12th to 31st August.
The iconic cognac brand will bring a basketball court to life at the corner of Oxford Street and Duke Street. Those eager for a challenge can practise their free throws and take part in a one-minute shootout competition, aiming for a spot on the leader board. A Hennessy X.O NBA limited edition (worth £200) will be awarded to each daily winner (over 18s only).
Even if you’re not familiar with three-pointers or point guards, you won’t miss out on the thrilling action Hennessy has in store. The brand will bring to life the sport’s famous in-game entertainment, the ‘Henny Cam.’ The Hennessy Corner Shop will feature a camera inviting shoppers to pucker up for an authentic NBA fan experience.
This first-of-its-kind installation will also include a Hennessy bar in what will be dubbed the ‘Hennessy Player’s Lounge’. The bar offers the perfect space to relax with a Hennessy V.S on the rocks or enjoy a delicious cocktail from this summer’s ‘Made For More’ campaign, fronted by Teyana Taylor and Damson Idris. Whether it’s a Hennessy Margarita, Pineapple, or Berry Mojito – the bar will have something to suit everyone’s taste.
Visitors can also take home a piece of the action, with a range of globally exclusive Hennessy x NBA sleeves (£44.99 – Teams: Atlanta Hawks, Brooklyn Nets, Cleveland Cavaliers, Dallas Mavericks, Golden State Warriors, and Los Angeles Lakers) as well as unique Hennessy silver basketballs (£85) available for purchase for a limited time.
The Spirit of the NBA
This groundbreaking collaboration highlights the shared commitment of Hennessy and the NBA to celebrating community, culture, and excellence. As the official Spirit of the NBA, Hennessy continues to support the league’s global platform, promoting inclusivity and the pursuit of greatness.
Customers can also exclusively purchase a Mitchell & Ness x Hennessy x NBA basketball jersey (£175) in striking black, adorned with lime-green lettering. This limited-edition jersey is only available at The Corner Shop, and personalisation in lime green is also available, making it a truly unique piece.
To top off the Hennessy experience, the brand will showcase the stunning masterpiece it created to celebrate the NBA’s 75th Anniversary. This one-of-a-kind collaboration with designer Lorenz Bäumer features a magnum of Hennessy Paradis set within a crystal basketball. The piece magnifies the exceptional cognac and pays tribute to the most famous basketball league of all time.
The magnum tells the story of the NBA down to the finest details – gold embellishes the leather, weaving itself across the box, with a pattern reminiscent of parquet wooden floors. When it’s time to taste, the story continues. With only 75 units of this exquisite masterpiece available worldwide, one will be on display at The Corner Shop throughout the pop-up. It’s a true spectacle not to be missed.
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 into 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.”
Judd Crane, Executive Buying Director at Selfridges, added:
“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.”
Join the Celebration
The Hennessy x NBA Corner Shop takeover at Selfridges is a must-visit destination this summer. Whether you’re a cognac connoisseur, a basketball enthusiast, or simply looking for an unforgettable experience, this unique collaboration has something for everyone.
For more information and to stay updated on events and exclusives, visit Selfridges.com or follow Hennessy and Selfridges on social media.