The Spirit of the NBA: Bringing a Hennessy x NBA in store personalisation system to Selfridges

The front of the corner shop at Selfridges, Oxford Street set up with basketball jerseys for in store personalisation with NBA jerseys for Hennessy. The words

It’s game time!

Just in time for basketball season, Selfridges in London created an immersive court side experience in its Corner Shop. The event celebrated both basketball and its official spirit, Hennessy. Visitors had the chance to test their hoop shooting skills, browse exclusive merchandise and even personalise their very own NBA x Hennessy jersey. It was a perfect blend of sport and style that basketball fans couldn’t miss! Find out more about brand activation and product customisation here.

NBA player Goran Dragic in a red Hennessy jacket using a heat press for in store personalisation for NBA jersey brand activation.

The Brief 

At Capability Events, we are already well known for providing in store personalisation systems for the Moët Hennessy group in top department stores. So, when tasked with a new project, we were excited for something different to our usual bottle and gift tin customisations. This time, we were asked to develop a unique in store personalisation system for a limited-edition basketball jersey. It was an exciting opportunity to push the boundaries of what we do!

For more about in store personalisation and brand activation click here.

The In Store Personalisation System

Our goal was to showcase the collaboration between Mitchell & Ness and Hennessy, while keeping the in-store customer experience front and centre. The Capability team took the time to test different vinyls and placement options for the personalisation text on the jerseys. This effort was to ensure the perfect look. We also worked closely with the contractor who was setting up the in store desks to guarantee that everything would fit seamlessly with the system. Once everything was in place, we delivered and set up the system. We also trained the staff who would be using it. Additionally, we provided a comprehensive handbook for easy reference. Moreover, we offered ongoing technical support to ensure the smooth operation of the personalisation system.

A model having his photo taken while personalising NBA jerseys with a heat pres for Hennessy.

We provided the in store personalisation system with:

  • System supply and implementation
  • Budgeting and cost control
  • Staff training and user manual
  • Ongoing technical support and trouble shooting if needed
  • Consumables
A desk with a heat press and laptop set up to personalise NBA jerseys for Hennessy brand activation.

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