Game Time

Collaborating with Lids, we were tasked with creating the NBA's first West Coast flagship store as an 11,000 square foot experiential destination at Universal CityWalk Hollywood.

Our design strategy integrated experiential elements throughout the customer journey, including an Immersion Zone featuring custom art installations by Victor Solomon, an Interactive Experience Zone with real-time NBA content, and a Custom Lab for on-site merchandise personalization. Key design features like basketball court lighting integrated into the ceiling structure, elevated mannequins, and an LA/NBA Timeline wall create dynamic visual storytelling while maintaining cohesion through industrial materials like polished concrete and black exposed ceilings.

The result successfully bridges traditional retail and entertainment, housing almost 3,000 SKUs across distinct zones that each offer unique interactive experiences for basketball fans.

Photos by Lensology Photo and Video

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