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NBA Store Berlin

Gensler

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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

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Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Single-Brand Store
4.76
5.75
5.11
4.88
5.12
Dennis Vlietinck
Dennis Vlietinck Head of Design at Wink
4.5
4.5
5
5
4.75
Anne-Rachel Schiffmann
Anne-Rachel Schiffmann Director of Interior Architecture at Snøhetta
4.5
5
5
5
4.88
Nicolas Delefosse
Nicolas Delefosse Founder and Creative Director at NDDO
6
6
6
5
5.75
Giovanni Zaccariello
Giovanni Zaccariello SVP Global Visual Experience  at Coach
4.5
5
4
5
4.63
Deepak Jawahar
Deepak Jawahar Cofounder at The Architecture Story
5
6
5.5
5
5.38
Gilbert Khalil
Gilbert Khalil Director of Design and Technical Services at Sunset Hospitality Group
3
6
5
5
4.75
Farid Ziani
Farid Ziani Partner Architect Designer at KTX archiLAB
4.5
5
4.5
5
4.75
Dirk Osinga
Dirk Osinga Founder at STUDIOSINGA
To me it is not so clear how the fe...
5
7
5
4
5.25
Asif Din
Asif Din Sustainability Director at Perkins&Will
5
6
5
4
5
Sontaya Bluangtook
Sontaya Bluangtook Associate Design Director at UNStudio
4.75
5
5
4.75
4.88
Jocelyne Sacre
Jocelyne Sacre Design Strategist at Consultant
Looks like any other sore in an Ame...
5
6
5
5
5.25
Cathy Figueiredo
Cathy Figueiredo Cofounder at Wanna
4.5
7
4.5
5
5.25
Lisa Adams
Lisa Adams Director of CitizenHKS & Sustainable Design Leader at HKS
5
7
6
5
5.75
Klein Dai
Klein Dai CEO at Algebraist Brand Management
5
6
5
5
5.25
Baoyu Tian
Baoyu Tian General Manager at Foshan Shengtianjia Lighting Equipment
4.5
5
5
5
4.88
Liqun Lin
Liqun Lin Executive Director at Xiamen Wenqu Decoration Design
5
5
6
5
5.25
Bangsheng Yang
Bangsheng Yang Founder at Yang & Associates Group
5.17
6.18
5.35
5.17
5.47
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.