Air force: The Hennessy pop-up brings travellers into the fast-paced world of basketball as part of a global collaboration

TÜRKİYE. Leading Cognac house Hennessy launched an eye-catching pop-up activation at Istanbul Airport in partnership with Unifree Duty Free and Gebr. Heinemann in October. It is 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 17 October, the space at Terminal F4 was transformed into a dance floor by a local Turkish dance agency.

The activation features circular evasion spaces in white, iridescent colours and concrete finishes to emulate the “dynamic energy” of a basketball game.

The experience chimes with Hennessy’s mantra, ‘Game Never Stops’, with an immersive video game experience, live until 31 December, further connecting travellers to the global campaign. Travellers have the opportunity to purchase limited collector editions of Cognac Hennessy VSOP and Hennessy XO at the activation. The limited edition bottles feature basketball elements to commemorate Hennessy’s collaboration.

The space is part luxury showcase for the Cognac house, part sporting arena through interactive elements

Laurent Boidevezi, President of Moët Hennessy Asia Pacific, Global Travel Retail & Private Sales, said: “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.”

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

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

More details at and #HennessyTakeFlight.

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