Hennessy Launches Digital 'House of Moves' Experience

LVMH’s Hennessy launched an immersive art- and basketball-themed digital experience ahead of the National Basketball Association’s 2022 All-Star Game weekend.

The “Hennessy House of Moves” is the latest embodiment of Hennessy's “Make Moves That Start Movements” programming, created in partnership with global creative agency Droga5 to extend Hennessey’s Unfinished Business platform to the NBA, leaning into the power of the league, teams and players, according to a news release from the luxury Cognac brand. This activation aims to bring the action and events of the NBA All-Star Game festivities to fans across the nation from the official spirit of the NBA, WNBA and NBA G League.

"After releasing our Hennessy 8 NFTs earlier this year, we knew Hennessy had to stay engaged with our digital community," said Jasmin Allen, senior vice president, Hennessy U.S., in the release. "Pivoting from an in-person activation in Cleveland to an immersive digital experience will allow us to continue connecting with our consumers in new, innovative ways."

As of  Feb. 18, consumers can virtually visit the House of Moves and explore three curate floors, including the:

• The court: The main floor features a hologram performance of rapper Gunna's latest single, “pushin' P.”
• The gallery: The lower level showcases a collection of digital art installations by artists including Victor Solomon, star of Hennessy's Make Moves That Start Movements campaign and designer of the new Kobe Bryant trophy, awarded to the Kia NBA All-Star Game MVP trophy recipient. (Additional collaborating artists across both the fine and cultural art worlds include contemporary artist Felipe Pantone, basketball documentarist Kevin Couliau and streetwear icon Daomey.)
• The bar: The top level hosts a virtual bar, where consumers can find recipes for Hennessy's NBA-themed cocktails to enjoy during the All-Star events.

Visitors to Hennessy's Digital House of Moves can also enter a sweepstakes on the main floor to win exclusive prizes, including an autographed Russell Westbrook jersey.