December 8 2022  |  Spirits & Tobacco

Hennessy basketball pop-up slam dunks at Istanbul Airport

By Laura Shirk

To celebrate the launch, the pop-up at Terminal F4 was transformed into a "captivating dance floor" by a local Turkish dance agency

Hennessy has launched an immersive activation at Istanbul Airport as part of a global collaboration that puts one of the world's most popular and widely viewed sports – basketball – in the spotlight.

To celebrate the launch on October 17, the pop-up at Terminal F4 was transformed into a captivating dance floor by a local Turkish dance agency, a nod to the dynamic spirit of the game.

The activation features circular evasion spaces of white, iridescent colors and concrete finishes to emulate the dynamic energy of a basketball game. Symbolic of Hennessy’s assertive mantra, “Game Never Stops,” the interactive video game experience, live until December 31, further connects travelers to the global campaign. Travelers will have the opportunity to purchase limited collector editions of Cognac Hennessy V.S.O.P. and Hennessy X.O at the activation.

Hennessy V.S.O.P is a balanced cognac, expressing 200 years of Hennessy's know-how. According to the team, the fruit of nature’s uncertainties, this unique blend has tamed the elements to craft and embody the original concept of cognac. Hennessy X.O has attained international renown and continues to contribute to the development of the category XO which is a gauge of uncompromising quality.

"The powerful and balanced structure of Hennessy X.O carries the promise of an extremely long finish, with each drop an invitation to embark on a journey of the senses through seven tasting notes," reads the press release.

Both Limited Edition bottles showcase basketball elements to commemorate Hennessy’s collaboration.

“Tipping off the first leg of Hennessy’s global basketball tour in travel retail with such a captivating performance and high-profile pop-up further showcases Hennessy’s innovation. The game of basketball captures imaginations across the globe; it is bold, powerful and dynamic. It connects people. We are engaging a whole new generation of consumers with this unique and immersive digital engagement," says Laurent Boidevezi, President of Moët Hennessy Asia Pacific, Global Travel Retail & Private Sales.

“The Hennessy pop-up and launch event at Istanbul Airport has truly stolen the show. The injection of local flavor combined with the enthralling spirit of a basketball has delivered a blockbuster activation and generated tangible excitement amongst our traveling consumers," adds Ali Sender, CEO at Unifree Duty Free.

“This type of partnership underlines our commitment to providing our customers with unprecedented shopping experiences. Istanbul airport is the perfect location for this cooperation,” comments Jans Peter Peuckert, Director Marketing at Gebr. Heinemann.

See more photos below:


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