NBA x Hennessy

The Challenge

To celebrate the 75th anniversary and announce the NBA x Hennessy partnership, we were tasked with creating an unforgettable brand experience that showcased both brands in equal light and invited passersby to come and taste Hennessy’s new signature cocktail.

The Solution

We created and designed an interactive and automated basketball arena capturing the spirit of the NBA, captivating casual players and basketball enthusiasts alike. Players had one minute to score as many hoops as possible, which was tracked via the backboard’s built-in scoreboard and timer. The design came complete with sensors and lighting that responded when a player scored, acting as a visual indicator and bringing out the competitive nature of all challengers! We designed, installed and delivered a unique live event that enticed members of the public and created an enthralling customer experience. With a prime location, we pulled out all the stops in order to maximise BoxParks high-traffic footfall. Each element of the design was a showstopper, from the cocktail bars contemporary glowing trim right the way through to the impossible floating “Ball Wall,” not to mention the neon lights adorning the structure. This was a fantastic opportunity to explore new ideas and push our design to the limits!

The Impact

A through and through engaging live event that enticed guests to get involved and immerse themselves into the world of NBA, whilst sipping on delicious cocktails. With every corner of the activation stylishly designed bringing both brands to life seamlessly. 

Creative Consultation | Ground Up Technical Design | Av / Tech Production | Installation