With a significant fanbase across India, the NBA set out to create a new Experience Centre in Mumbai. It wanted to build a closer connection with local audiences, and increase awareness of the game and the NBA brand. We were engaged to design the Experience Centre along with a new workplace that would reflect the youthful, athletic, and lively culture of the league.
NBA’s Mumbai Experience Centre builds and promotes awareness about basketball and the NBA brand. Designed for up to 60 people, the space is an arena and forum for small events and a hosting space for visiting players. It’s also a showroom for senior marketing and brand leaders supporting corporate partnerships with the NBA. A fast-paced sport that requires great speed and agility, the team needed to look no further than basketball for design inspiration.
Basketball has a committed following of 17 million in India, many under the age of thirty-five. Combining the energy of the game with a futuristic and connected workspace, the NBA Experience Centre celebrates the sport and its heritage. It offers a unique journey for employees, visitors, and fans.
Using information to bring people closer to the game, the space has bleacher seating and iPads with flip screens featuring player images and profiles. Merchandise displays showcase basketball memorabilia such as jerseys, footwear, basketballs, and other branded gear to create connection to the brand.
To meet NBA’s goals of happiness and fulfilment, employees are encouraged to interact and play between work. Balancing collaboration with focus, the workspace offers a range of settings to support different needs.
The idea is to offer a behind-the-scenes experience to Indian fans. Coming here would be a ‘money-can’t-buy’ experience.
Siddharth Chury, Associate Vice President, Global Partnerships, NBA
Completed
2019
Mumbai
5,900 sq ft
PHXIndia
