Enjoy 2 free articles a month. For unlimited access, get a membership now.

NBA Store Berlin

Gensler

SAVE SUBMISSION
Bronze
Branded Graphics - Lighting Details - Morley Von Sternberg
Memorabilia Wall - Morley Von Sternberg
Shop floor - Lighting Details - Morley Von Sternberg
Branded Graphics - Lighting Details - Morley Von Sternberg

1 / 13

Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Single-Brand Store
4.76
5.75
5.11
4.88
5.12
Tola Ojuolape
Tola Ojuolape Senior Project Designer at Selina
6
6
7
5
6
Daniel Wigham
Daniel Wigham Strategy & Sustainability Lead at StudioXAG
7
6
7
5
6.25
Bill Bouchey
Bill Bouchey Principal - Director of Design Interiors at HOK
The glass block as a DNA component...
6
5
6
5
5.5
Tiffany Yao
Tiffany Yao Regional Workplace Manager at Newmark
Totally next Instagram worthy resta...
6
7
7
5
6.25
Anika Hülser
Anika Hülser Head of Interior Architecture at HPP Architekten GmbH
Colorful and fun place...
6
5
7
5
5.75
Kate Shepherd
Kate Shepherd Cofounder & Strategic Director at The Future Collective
7
6
7
5
6.25
Martin Mostböck
Martin Mostböck Founder and creative director at AID at Martin Mostböck. AID - ArchitectureInteriorsDesign
5
6
5
5
5.25
Penny Craswell
Penny Craswell Writer at The Design Writer
7
5
6
5
5.75
Aezad Muzaffar Alam
Aezad Muzaffar Alam Co-Founder and Design Director at REFORM Studio
6
5
6
5
5.5
Joe Cheng
Joe Cheng Chairman at CCD Cheng Chung Design
4
6
6
5
5.25
Christina Wissing Oppermann
Christina Wissing Oppermann Commercial Director at Brandt Collective
Has an awesome 80 disco vibe in col...
7
6
7
5
6.25
Zhang Jiliang
Zhang Jiliang Vice President at Greentown China Holdings
6
5
6
5
5.5
Designer
Client
Lids
Floor area
405 ㎡
Completion
2022
Budget
N/A
Social Media
Instagram Linkedin
Lighting
Fixtures

Gensler designed the latest NBA store in Berlin with Fanatics and Lids. As the largest NBA Store in Europe, the space provides interactive and vibrant experiences for NBA fans in Germany to come together. Situated within the newly renovated The Playce at Potsdamer Platz, a unique shopping mall in the centre of Berlin’s dynamic community, the store provides an engaging, multi-purpose retail experience, filled with digital features and experience zones for visitors to interact with.

The brief was to create a local, grounding retail destination whilst celebrating the richness and vibrancy of the NBA story. With this in mind, the store creates an opportunity for fans in Germany to connect and engage with the sport and each other.

The real differentiator for this project is its size; at nearly 1,000 square-meters, it is the NBA’s biggest retail space in Europe. The scale allows room to incorporate more features and activations that really bring the NBA to life.

The store integrates multi-channel activations to foster NBA Brand engagement: large format digital screens to show live games; interviews and events; interactive player measure-ups and jump simulators; a 2K Lounge for in-store gaming tournaments; illuminated basketball court hoops, bespoke artwork created by local artists; exclusive memorabilia; Customisation Lab; and environmental graphics.

To create a local grounding and celebrate the richness of the NBA story, there is a seamless blend between the diversity and colours of Berlin and those of the game. The space has a nostalgic feel, using surprising yet familiar detailing and iconic moments from NBA history. Using a stripped-back, minimal base palette allows the NBA colours to shine through in the products and accent materials.