Fanatics and Lids opened the doors to the largest European NBA store yet, situated within The Playce at Potsdamer Platz, a newly renovated, unique shopping mall in the heart of Berlin’s dynamic community. Designed by Gensler, the NBA Store Berlin strengthens the fandom and brand presence of the National Basketball Association in Europe, acting as a gathering hub for fans outside of the U.S. The store design delivers an engaging, multi-purpose retail experience where visitors can interact with features, including digital screens for height comparisons with NBA players, 3D-printed hand measure-ups, the 2K gaming lounge, and a customisation lab. An experience zone at the heart of the store also provides a space for curated events and product drops. Thanks to the scale of the new NBA store and its positioning across one level, the design team was able to fit in an entire NBA regulation-size basketball court into the floor design, complete with LED basketball hoops to add an element of playfulness.