Ahead of the National Basketball Association’s (NBA) 75th anniversary season, Gensler designed the first NBA Store in the UK, firmly establishing the association’s global presence and growing popularity in the region. Situated in the heart of London’s pedestrianised-retail district, the new NBA store is set over two floors on Foubert’s Place, on the corner of Carnaby Street.
The client’s objectives for the retail space were rooted in creating and telling the NBA story, both for lifelong basketball fans and those new to the experience. As its first UK location, it was important that the London store establish a uniquely local grounding whilst continuing to celebrate the rich history of the brand. Gensler’s retail designers identified three key store design drivers to help shape the overall project vision: Linework, Gameplay, and Nostalgia. Through a combination of these three elements, the team created a coherent design language, effectively showcasing the products and enhancing the user experience.