NBA and Hennessy open corner shop at Selfridges

Selfridges has teamed up with Hennessy as part of the cognac brand’s partnership with the National Basketball Association (NBA).

Tomorrow (31 August) is the last day of the NBA Corner Shop experience on Oxford Street and Duke Street, which kicked off on 12 August. 

Hennessy has brought courtside action to the London retail destination, as visitors could practise their free throws and play a one-minute shootout challenge to compete for a spot on the leaderboard.

The experience was created by Earnies, Hot Pickle and LVMH.

Prizes are also up for grabs as players (over the age of 18) could be in with a chance of winning a Hennessy X.O NBA limited edition.

The event includes a feature called “Henny cam”, whereby The Hennessy Corner Shop is rigged up with a camera and shoppers are invited to pucker up for a true NBA fan experience.

The installation has a Hennessy bar, dubbed the Hennessy Players' Lounge. Guests can sample a cocktail served from this summer’s “Made for more” campaign, fronted by singer and actor Teyana Taylor and actor Damson Idris. 

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. Right in the heart of one of the UK’s most culturally iconic locations, Selfridges on Oxford Street.”

Visitors can also take a piece of the action home, with a range of global exclusive Hennessy x NBA sleeves as well as one of the unique Hennessy silver basketballs, available to purchase for a limited time.

The experience featured the opportunity to exclusively purchase a Mitchell & Ness x Hennessy x NBA basketball jersey as well, with personalisation available at the Corner Shop.

The brand celebrated the NBA’s 75th anniversary via a partnership with designer Lorenz Bäumer. It included a magnum of Hennessy Paradis set within a crystal basketball.

In total there are only 75 units globally, with one on show at the Corner Shop throughout the time of the pop-up space. 

Judd Crane, executive buying director at Selfridges, added: “The collaboration joins our Sportopia line-up, a celebration of sport at Selfridges this summer, with a shared commitment to celebrating community and culture."

The event follows Snapchat partnering Selfridges in July to create an augmented-reality locker room to celebrate a summer of sport in the UK.