[September 27, 2023, Shanghai]The “Hennessy In The Paint” charity stadium, a global charity project launched by Hennessy to support local culture and give back to the community, came to China this year and made its debut at the Shanghai West Bund Vitality Valley Sports Center on September 16.Hennessy hopes to renovate basketball courts around the world to give communities a new look, combine art and sports to bring vitality to cities, and promote the development of youth community culture. As the official global spirits partner of the NBA, Hennessy joins hands with the NBA to boldly explore the field of youth culture, and both parties are highly consistent in their concepts of social responsibility.
Hennessy In The Paint art stadium debuts in Shanghai West Bund
This Hennessy “Hennessy In The Paint” charity golf course was personally created by the well-known Filipino artist Jayson Atienza. He drew inspiration from the urban landscape of Shanghai and used his iconic lines to present elements such as the Shanghai skyline, basketballs and Hennessy bottles on the court. The bright and rich colors filled in symbolize the excitement that is always permeating the court. The enthusiasm conveys the energy released by the players during the game and reflects the abundant vitality of the city of Shanghai.
It expresses the new breakthroughs and the innovative spirit brought about by the two legendary brands Hennessy and NBA working together. The completion of this public welfare stadium not only enriches the city’s cultural experience, but also creates a new stage for basketball enthusiasts to show off their talents.
Shanghai skyline, basketball, Hennessy bottles and other elements appear on the court
Jayson Atienza grew up in New Jersey, USA, and has lived and worked in Shanghai for many years. He has multiple identities as a creative director, designer and artist. With his unique graphic design style, Atienza has won multiple Clio Awards, D&AD Pencil Awards, and Cannes Young Lions. Creativity Award, New York Art Directors Club Young Guns Award and many other honors, he is well-known in the industry.
“I am very happy to cooperate with Hennessy this time and become a member of the ‘Hennessy In The Paint’ charity project. I will add a unique color to the city of Shanghai with my hands, share my insights on art, and hope that my works will It can bring a stronger cohesion and sense of belonging to the community here,” Jayson shared.
Artist Jayson Atienza and Hennessy In The Paint art pitch
Hennessy President Laurent Boillot said: “‘Hennessy In The Paint’, as Hennessy’s global art plan, hopes to promote community cultural exchanges through the combination of art and basketball, inspire the development of talents, and convey the pursuit of excellence and continuous breakthroughs between Hennessy and the NBA. Shared values. We are very honored to have Shanghai as another stop for the Hennessy In The Paint project. We firmly believe that even a small stadium will have unlimited possibilities and inject new energy into the community.”
Using basketball as a guide to unite community strength
The “Hennessy In The Paint” charity project was launched in Canada in 2021. In just a few years, the project has renovated several golf courses in many countries and regions around the world. The “Hennessy In The Paint” charity project continues Hennessy’s rich tradition of artistic collaboration, providing a platform for basketball talents and fans around the world to release their energy and express their love. The project encourages local artists to express their love for basketball by using the court as a canvas to create colorful, story-telling works, so that the renovated court can become a center for the community to unite.
The “Hennessy In The Paint” charity stadium in Shanghai West Bund will continue to open from September this year. During this period, Hennessy will hold a number of activities, and through linkage with the urban trendy youth community, create a multi-cultural basketball gathering place to convey the spirit of Hennessy.
In the future, Hennessy will continue to join hands with the NBA, adhering to the firm commitment of both parties to promote the development of youth culture, inject vitality into the development of more communities around the world, and provide strong support for talents. For more information on the Hennessy In The Paint project and details of related events around the world, please visit Hennessy.com.
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About Hennessy
Hennessy, the leader in the Cognac region of France, has been world-renowned for its exquisite brewing skills for more than 250 years. Adhering to the pioneering spirit of founder Richard Hennessy, the brand’s footprint has spread to more than 160 countries around the world. Hennessy is located in the heart of the Charente region and is a solid pillar of the region’s economy. The winery’s outstanding achievements and everlasting legacy are rooted in the quality of its cognacs, each of which is derived from unique brewing techniques passed down from generation to generation. While Hennessy continues to exert its innovative capabilities, it also strives to support all partners and strive to protect this beautiful terroir. As the crown jewel of the LVMH Group, the brand is not only an important contributor to France’s international trade, but also a global spokesperson for the French art of living.
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2023-09-27 07:34:43
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