Hennessy, one of the world’s best-selling cognac Maisons, 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 dancefloor by a local Turkish dance agency, a nod to the dynamic spirit of the game.

The activation features compelling 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 immersive video game experience, live until December 31, further connects travelers to the global campaign. Travellers 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. 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. Both Limited Edition bottles feature basketball elements to commemorate Hennessy’s collaboration.

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

Ali Senher, CEO at Unifree Duty Free, says: “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.” Jens Peter Peuckert, Director Marketing at Gebr. Heinemann, adds: “This type of partnership underlines our commitment to providing our customers with unprecedented shopping experiences. Istanbul airport is the perfect location for this cooperation.”

For over 250 years, Hennessy has pushed the limits of “game”, adding a new definition in 2022 beyond the four quarters on a hardwood floor. Through style, fashion, language, art, or music, everyone has game. It is energy we get and give back in return. And it never stops. With or without a ball, athletic superstar or groundbreaking artist, players are in constant motion. Each writes their own story, inspired by the moves and motions of the game.

Learn more and discover Hennessy around the world by visiting travel.hennessy.com #HennessyTakeFlight.