Hennessy, the iconic cognac brand, in partnership with the National Basketball Association (NBA), has brought an immersive courtside experience to the heart of London. Hennessy has taken over the iconic Corner Shop at Selfridges on Oxford Street to support the league’s global platform. This takeover is part of Selfridges’ broader Sportopia series, which celebrates the intersection of sport, community, and culture.

At the core of this takeover is an interactive basketball court, where visitors can channel their inner athlete and take on the one-minute shootout challenge. Each day’s top shooter will take home an exclusive Hennessy X.O NBA limited edition bottle.

Off the court, visitors can head over to the Hennessy Player’s Lounge. Enjoy a Hennessy V.S on the rocks or sip on a refreshing cocktail from the brand’s summer ‘Made For More’ campaign.

True to NBA style, the experience wouldn’t be complete without in-game entertainment. The Hennessy Corner Shop will be decked out with the ‘Henry Cam’ to capture all the best moments throughout the activation, putting guests at the centre of the action.

No pop-up would be complete without exclusive merchandise, and Hennessy delivers with a limited-edition collection in collaboration with NBA and sportswear brand Mitchell & Ness. Visitors to The Corner Shop can browse a range of exclusive-to-Selfridges items, including basketball jersey, which can even be personalised in-store.

Running from 12 August to 1 September 2024, this activation offers a unique opportunity for fans to engage with two iconic brands in a setting that celebrates their long-standing partnership.

Images: Selfridges & Mirror