Hennessy In The Paint Puerto Rico
Category: Experiential Design
Role: Space Planning and Layout Design, Experiential Design, Art Direction and Set Production
Company: High Impact Promotions
Location: San Juan, Puerto Rico
Year: 2023
Event Launch design for the inauguration of the Canals basketball court located in La Placita de Santurce, on October 26th, 2023, under the Hennessy In the Paint global initiative.
Puerto Rican artists Sergio Stuff and Stencil Network came together in Puerto Rico to create the court mural “La Piscina” (The Pool), a tropical oasis that transmits the joy and satisfaction that basketball brings to the Santurce neighborhood.
Court graphics were combined with Hennessy branding to transform the location into an immersive experience, channelling the tropical vibes of the artwork with Hennessy’s powerful brand presence.
Through a unique collaboration with former NBA All-Star, Joakim Noah, the world's leading cognac brand, Hennessy, the inaugural event included an invitational basketball tournament led by Mario VI, featuring local celebrities such as Dribbles Bros, True Buckets, Bimbo Carmona, among others.
Hennessy In the Paint is a transformative global initiative that was introduced in 2021. The initiative is a CSR program by leading cognac brand, Hennessy, as part of its global partnership with the NBA that marries the worlds of art and basketball to create vibrant spaces of unity and inspiration. With a commitment to community engagement and revitalization, this project collaborates with local artists to breathe new life into neglected basketball courts. These courts are transformed into colorful canvases, reflecting the diverse cultures and communities that gather to enjoy both the sport and the arts.
Credits for Hennessy In The Paint Puerto Rico:
Event Company: High Impact Promotions
Experiential Design: Ariel Avilés & Verónica Redondo
Producer: Ariel Avilés
Account Executive & Producer: Iviana Rosado
Client: Hennessy (Ballester Hermanos, Inc.)
Mural Artist: Sergio Stuff