HENNESSY ARENA, NBA ALL STAR 24

CLIENT

GAME SEVEN MARKETING

TYPE OF CLIENT

CREATIVE AGENCY

BRIEF

Hennessy aimed to create an immersive brand experience during the 2024 NBA All-Star Weekend in Indianapolis by transforming the historic Hilbert Circle Theatre into "Hennessy Arena." The goal was to blend basketball culture with Hennessy's luxury brand identity, offering attendees a unique and engaging environment.

WHAT WE DID

Our team led the creative and design efforts to reimagine the Hilbert Circle Theatre. We developed 3D designs and renderings that showcased Hennessy's refreshed visual identity, integrated a basketball court installation, and highlighted collaborations such as the Mitchell & Ness x Hennessy collection. The space featured interactive cocktail stations, live DJ sets, and areas for live podcasts and celebrity appearances, providing a multifaceted experience for attendees.

RESULT

The Hennessy Arena became a standout attraction during the NBA All-Star Weekend, garnering significant social media buzz and cultural impact. The activation drew large crowds, offering a fusion of basketball, mixology, and entertainment that resonated with fans and celebrities alike. Following its success in Indianapolis, the production was taken on tour in partnership with the NBA, activating in cities such as San Francisco, Dallas, and Atlanta.