Hennessy x NBA Global games

To celebrate its global partnership with the NBA, Hennessy imagined a five-day journey blending culture, creativity, and storytelling. The experience brought together 15 influencers, each invited to explore the brand’s heritage while amplifying its presence across digital platforms.

Black Flower Agency was entrusted with the full coordination and execution of this journey, from concept development to on-the-ground logistics in Cognac and Paris.

The activation began with a custom-designed train, entirely reimagined in a street-art aesthetic and featuring elevated French street food on board. Upon arrival in Cognac, an entire hotel was transformed into a Hennessy House, with scenography, content opportunities, and touchpoints designed to immerse guests in the Maison’s universe.

A one-night-only basketball court was installed outdoors, offering a symbolic and playful moment in the heart of Hennessy’s homeland, a subtle echo of the NBA partnership.

The journey concluded in Paris during the NBA Global Games. For the final chapter, Black Flower Agency coordinated a branded motorbike procession through the streets of the city, combining music, movement, and visibility in an urban spectacle that embodied the brand’s energy.

From production to guest management, every element was designed and executed to reflect the bold, modern identity of Hennessy and bring its collaboration with the NBA to life across every detail.