Hennessy Baseline Bar at Barclays Center

An arena bar is never just a bar. For Hennessy’s Baseline Bar at Barclays Center, the brief demanded something that could hold its own inside 19,000 seats of Brooklyn energy — so we built a world within the arena. The floor became a court. The bar front, a row of basketballs. The back wall, a kinetic chevron pattern that caught the light like a highlight reel. Along with my team, I led end-to-end creative and strategic direction — from concept through production — ensuring that Hennessy's evolved brand identity translated into a space guests could step inside, feel, and remember long after the final buzzer.

Creative Direction: Sherril Hwangbo | 3D Artist: Daria Ryvkina | Brand Sponsorship: Genesco Sports Entreprises | Production & Installation: Icon | Pictures: Natalia Mrozek