Project Overview
In 2015 we partnered with adidas to present All-Star Weekend in the mecca of basketball, New York City. An empty storefront on Brooklyn’s Fulton St. was transformed into an immersive pop-up shop that would tell the past, present, and future of basketball in NYC. The concept focused on brand, sport, and city to inform all aspects of the design. Materials, surface treatments and production processes were carefully selected to reinforce the brand’s voice and reflect the urban textures and influences found throughout the city. The space provided an arena for in-store activations, product releases, and storytelling opportunities. The global launch of Kanye West’s long-awaited Yeezy shoe and a series of Boost releases drew in fans of fitness and fashion, transforming the space into a destination for athletes, fans and creators.
