As guests entered the 35,000-square-foot space, they were greeted by costumed staff and given an R.F.I.D. wristband to save and share photos.
Photo: Courtesy of Jack Daniel's
Staff dressed as housekeepers walked around the event, pushing a cart with toilet paper and cleaning supplies to tie into the idea that guests were at a party in Jack Daniel's house.
Jack Daniel's House No. 7 at N.B.A. All-Star Weekend included a variety of rooms with different themes, such as one meant to evoke the feeling of an electronic dance music party.
The brand created a virtual-reality experience that transported guests to the Jack Daniel's distillery in Lynchburg, Tennessee.
Both nights T-Pain performed for guests on a stage backed by whiskey barrels used as decor and speakers.
Photo: Courtesy of Jack Daniels
The bachelorette-party room was filled with bright colors and a karaoke machine.
To connect the experience to the brand's N.B.A. partnership, organizers added several basketball-theme areas, including a room designed to look like an N.B.A. dressing room.
Throughout the night, organizers invited some of the guests behind a hidden door and into a soundproof lounge that was meant to replicate Jack Daniel's famous White Rabbit Saloon.
After listening to a presentation from a Jack Daniel's barrel master, guests were invited to leave their signatures on a barrel.
Jack Daniel's partnered with a local salon, which sent stylists to provide hair cuts and styling services at the party.
Organizers added elements throughout the house to tie the experience to N.B.A. All-Star Weekend.
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