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National Basketball Association, NBA
By : Airspace
GRANDS PRIX DU DESIGN – 17th edition
Discipline : Communication & Branding
Categories : Environmental Design / Brand Universe : Silver Certification
The NBA approached the design team to create a thoughtfully branded workplace with extensive offerings, doubling down on the league’s commitment to its employees who make the organization the industry leader that it is. The league’s experiential vision for their headquarters embodies all aspect of the game as well as the NBA’s past, present and future.
Upon entrance at the reception area, a visitor begins a journey through the legacy of the NBA, with basketball memorabilia in displays, a light bank illuminating a circular grid of team logos, and the ultimate goal of the players and the teams – The Larry O’Brien Trophy. Also in the lobby is an eye-catching, 11-foot-tall gold sculpture of the NBA logo, which casts a dynamic shadow for visitors during daylight hours, providing depth and monumental branding throughout the space.
The stairs provide a thread through other themed environments, including pantry spaces that emulate locker rooms and credential badges, racks of NBA jerseys, custom millwork featuring additional memorabilia, and a regulation half court which features the NBA logo imprinted on the bleacher section, guiding visitors to the servery in the aptly named Club Level area.
The servery itself captures the spirit of a basketball arena with two distinct areas that emulate opponents on the court, each with their own branded character. The patrons entering the servery are greeted by a neon sign reading “Stern’s Deli” celebrating the legacy of NBA Commissioner David Stern. The deli is surrounded by a variety of stations resembling concession stands, reinforcing the experience of attending a live game.
Highlighting the NBA’s influence in graphic design, a sculpture of its trademark features a silhouette removed from its background entirely, allowing a rare look at each deconstructed element. While on the Conference Center floor, visitors are ceremoniously greeted by a mural that reconstructs homecourt graphics together in a united pattern.
With a diversity of effective environmental graphic strategies, the esteemed headquarters now gives every visitor an opportunity for the excitement of an unforgettable courtside experience.
Collaboration
Communication & Branding : Airspace
Manufacturer - Distributor : Design Communications Ltd.
Manufacturer - Distributor : Duggal
Manufacturer - Distributor : L&M Signs
Manufacturer - Distributor : Praters
Manufacturer - Distributor : Brentanos
Manufacturer - Distributor : Lightprint
