NBA and Fanatics open first NBA Store in Germany

12th Dec 2022

In the wake of a successful retail roll-out in London and Paris for National Basketball Association (NBA) and Fanatics, Agilité is delighted to share a look inside the latest store – in Berlin, Germany.

To find out more about the newest opening on the continent, read the official press release from NBA Communications, below.

Creating an interactive and vibrant space for NBA fans in Germany to come together.

Fanatics and Lids opened the doors to its largest NBA Store in Europe in the heart of Berlin. NBA Store Berlin further builds on the fandom and brand presence in Europe, as well as the ongoing relationship between NBA, Fanatics and Lids.

The new NBA (National Basketball Association) flagship store that opened earlier this month is situated within the newly renovated The Playce at Potsdamer Platz, a unique shopping mall in the centre of Berlin’s dynamic community. Its purpose is to create an opportunity for fans in the region to connect and engage with the sport and each other. The real differentiator for this store is its size; at nearly 1,000 square-meters, it is the NBA’s biggest retail space in Europe. As such, this allows room to incorporate more features and activations that really bring the NBA to life. The team have added a nostalgic feel, using surprising yet familiar detailing and iconic moments from the history of the NBA. The store journey begins even before entering, with league logo silhouetted figures lining the upper section of the street-facing façade.

To create a local grounding whilst celebrating the richness and vibrancy of the NBA story, there is a seamless blend between the diversity and colours of Berlin and those of the game. Using a stripped back, minimal base palette allows the NBA colours to shine through in the products and key accent materials, such as the iconic NBA red and blue. To elevate the product presentation, consideration went into showing the pieces with well-placed lighting and branding integrated within the displays. Building brand affinity through these elements draws repeat footfall and business.

Going beyond sales to create an engaging, multi-purpose retail experience, visitors can interact with digital screens to compare their height with NBA players past and present. Other interactive features include 3D printed hand measure-ups, an NBA 2K gaming lounge, a customisation lab, and a large multi-media screen showing around the clock NBA highlights and content. 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 store and it being across one level, the design team were able to fit NBA regulation size basketball court markings to the floor design, complete with LED basketball hoops to add an element of playfulness to the in-store experience.

Modular fixtures on moveable castors have been used throughout the store to facilitate its flexible nature. The aim is to create an interactive space for fans to engage with the NBA and build a sense of community. This store is a place for both new and lifelong fans to visit and feel a sense of belonging in an authentic NBA environment.

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