The design of the NBA Store in London translates the dynamism of a basketball arena into a retail interior, creating an immersive brand experience rather than a conventional shop. Spatial composition, lighting, graphics and materiality are orchestrated to evoke the sensation of stepping courtside, placing visitors at the center of the game. The store becomes an urban pavilion celebrating NBA culture, where circulation follows the logic of the court and product is displayed as if it were athletic equipment ready for play.
The concept is based on clarity of identity: every surface, from floor graphics to ceiling ribbons, communicates the language of basketball. Large-scale player imagery and league iconography act as architectural elements, visually “anchoring” zones and guiding customers across the space. The aim is to balance spectacle with legible merchandising, ensuring that emotional engagement supports rather than competes with retail performance.
The plan is organized around a central court-inspired axis that structures the main flow. A full-court graphic, integrated into the floor finish, subtly delineates primary routes and pause points. Perimeter walls are dedicated to team-specific collections, while freestanding gondolas articulate secondary paths and create smaller “pockets” for focused browsing. This hierarchy of open and more intimate areas supports both quick purchases and longer, exploratory visits.
Key sightlines are carefully controlled: on entry, the view terminates on a strong visual icon, typically a player graphic or illuminated logo wall. Circulation curves gently around the court lines, encouraging movement while avoiding visual clutter. High-demand categories such as jerseys and footwear occupy the most visible positions along this spine, with accessories and memorabilia layered deeper into the layout, encouraging progressive discovery.
The material palette juxtaposes dark, technical surfaces with vivid brand colors. Black ceilings, columns and metal fixtures create a neutral, almost theatrical background, allowing the saturated blues, reds and yellows of the NBA identity and team jerseys to stand out. Perforated metal panels and wire-mesh backdrops reference locker-room and arena railings, reinforcing the sports infrastructure aesthetic.
Flooring combines resilient sports-like finishes in blue and hardwood-effect areas, echoing the visual language of a professional court. This not only reinforces the concept but also provides robust performance for high-traffic retail environments. Linear LED strips and adjustable track lighting are deployed to model the space much like arena lighting, with accent beams focused on key merchandise walls and vertical graphic panels. Controlled contrast enhances product legibility while creating a sense of depth and drama.
Merchandising systems are designed as modular frames that can quickly adapt to changing collections, playoffs or special events. Jerseys are displayed frontally at eye level on continuous rails, creating a rhythmic backdrop of color blocks representing different teams. Below, integrated cabinetry provides concealed storage and a solid visual base, grounding the vertical display.
Overhead, a band of illuminated team logos runs along the perimeter, acting as a continuous frieze that orients visitors and celebrates league diversity. Large-scale player graphics and digital screens punctuate these sequences, enabling storytelling, highlights and campaign content. This layered branding strategy ensures that the environment remains fresh and responsive while maintaining a coherent architectural framework.
Sustainability is addressed through material selection, lighting strategy and long-term flexibility. Fixtures are predominantly metal and engineered board, chosen for durability, high recyclability and ease of reconfiguration, reducing the need for future fit-out waste. Finishes are specified with high abrasion resistance and, where possible, low-VOC coatings to promote healthier indoor air quality.
The lighting scheme relies on high-efficiency LED technology with controllable drivers, minimizing energy consumption while allowing scenes to adapt to daylight levels, events or promotional periods. Concentrating graphic expression in interchangeable panels and digital media reduces the environmental footprint associated with frequent rebranding. The robust, modular design extends the life cycle of the interior, supporting both sustainable operation and evolving retail narratives.
The design of the NBA Store in London translates the dynamism of a basketball arena into a retail interior, creating an immersive brand experience rather than a conventional shop. Spatial composition, lighting, graphics and materiality are orchestrated to evoke the sensation of stepping courtside, placing visitors at the center of the game. The store becomes an urban pavilion celebrating NBA culture, where circulation follows the logic of the court and product is displayed as if it were athletic equipment ready for play.
The concept is based on clarity of identity: every surface, from floor graphics to ceiling ribbons, communicates the language of basketball. Large-scale player imagery and league iconography act as architectural elements, visually “anchoring” zones and guiding customers across the space. The aim is to balance spectacle with legible merchandising, ensuring that emotional engagement supports rather than competes with retail performance.
The plan is organized around a central court-inspired axis that structures the main flow. A full-court graphic, integrated into the floor finish, subtly delineates primary routes and pause points. Perimeter walls are dedicated to team-specific collections, while freestanding gondolas articulate secondary paths and create smaller “pockets” for focused browsing. This hierarchy of open and more intimate areas supports both quick purchases and longer, exploratory visits.
Key sightlines are carefully controlled: on entry, the view terminates on a strong visual icon, typically a player graphic or illuminated logo wall. Circulation curves gently around the court lines, encouraging movement while avoiding visual clutter. High-demand categories such as jerseys and footwear occupy the most visible positions along this spine, with accessories and memorabilia layered deeper into the layout, encouraging progressive discovery.
The material palette juxtaposes dark, technical surfaces with vivid brand colors. Black ceilings, columns and metal fixtures create a neutral, almost theatrical background, allowing the saturated blues, reds and yellows of the NBA identity and team jerseys to stand out. Perforated metal panels and wire-mesh backdrops reference locker-room and arena railings, reinforcing the sports infrastructure aesthetic.
Flooring combines resilient sports-like finishes in blue and hardwood-effect areas, echoing the visual language of a professional court. This not only reinforces the concept but also provides robust performance for high-traffic retail environments. Linear LED strips and adjustable track lighting are deployed to model the space much like arena lighting, with accent beams focused on key merchandise walls and vertical graphic panels. Controlled contrast enhances product legibility while creating a sense of depth and drama.
Merchandising systems are designed as modular frames that can quickly adapt to changing collections, playoffs or special events. Jerseys are displayed frontally at eye level on continuous rails, creating a rhythmic backdrop of color blocks representing different teams. Below, integrated cabinetry provides concealed storage and a solid visual base, grounding the vertical display.
Overhead, a band of illuminated team logos runs along the perimeter, acting as a continuous frieze that orients visitors and celebrates league diversity. Large-scale player graphics and digital screens punctuate these sequences, enabling storytelling, highlights and campaign content. This layered branding strategy ensures that the environment remains fresh and responsive while maintaining a coherent architectural framework.
Sustainability is addressed through material selection, lighting strategy and long-term flexibility. Fixtures are predominantly metal and engineered board, chosen for durability, high recyclability and ease of reconfiguration, reducing the need for future fit-out waste. Finishes are specified with high abrasion resistance and, where possible, low-VOC coatings to promote healthier indoor air quality.
The lighting scheme relies on high-efficiency LED technology with controllable drivers, minimizing energy consumption while allowing scenes to adapt to daylight levels, events or promotional periods. Concentrating graphic expression in interchangeable panels and digital media reduces the environmental footprint associated with frequent rebranding. The robust, modular design extends the life cycle of the interior, supporting both sustainable operation and evolving retail narratives.
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Bac de Roda 136
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Spain
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Av. de Buendía 11
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373 Hazel Ave, Apt A1
60022, Glencoe, Illinois
United States