Gensler worked with Lids to design NBA’s first flagship store in Australia, located at the Emporium Melbourne. The flagship store celebrates and blends the diversity of colours of the city and those of the game of basketball. Going beyond sales to create an engaged, multi-purpose retail experience, visitors can interact with digital screens and be immersed by surprising yet familiar detailing and iconic moments from the history of the NBA. Ultimately, the aim was to create a place for both new and lifelong fans to visit and feel a sense of belonging in an authentic NBA environment.
Gensler’s successful relationship with Lids led the team to design NBA’s second Australian flagship store in Sydney at 5 Martin Place.