Interior shot of the NBA Flagship Store by Next/Now

Transforming the NBA Store into a Fan Engagement Hub


Activate360 Content Management

A/V Procurement

2D/3D Animation

Software Development

Fabrication & Install

In the bustling streets of downtown Houston, Next/Now embarked on a collaborative venture with the NBA and Lids to revolutionize their latest flagship retail experience. Focusing on kinetic audiovisual installations, cinematic content, and robust content management, we aimed to transform the space into more than just a product showcase. Our vision was to embody the dynamic spirit of the NBA and its legions of fans, turning the store into a vibrant hub of fan engagement and excitement.


All-Star Atmosphere

At the heart of the store's interior is the striking 10' x 16' LED feature wall, displaying "Acceleration" – a vivid portrayal of basketball's speed and precision. This feature captures the sport's essence through intricate particle fields and court-inspired visuals pulsating with energy. Beyond its primary role, the wall transforms into a live game broadcaster, utilizing Next/Now's Activate360 retail signage solution to seamlessly switch between cinematic content and live NBA action.

Moody 3D visual of a basketball striking a field of particles
Style frame of a liquid metal rim detail with a net weaving into it

Show-stopping Storefront Display

Anchoring the store's exterior, our reactive LED basketball sculpture captivates passersby with its custom-fabricated design, featuring 66 individually addressable lights for various patterns and effects. The experience was enhanced with custom software and reacts to customer movement, creating an interactive and lively storefront experience.

Detail view of the reactive LED basketball display.
Exterior detail of the NBA flagship store's logo
Portrait of a man looking at a series of illuminated 3D printed basketballs

Synchronized Solutions

Managing content across 19 unique display zones in the NBA flagship store was a formidable challenge. Each zone, with its distinct blend of visual storytelling and interactive features, required precise synchronization and control. Activate360, Next/Now's proprietary signage solution, was vital, providing unmatched control at the device level. This platform ensured that every element worked in unison, from dynamic walls to interactive kiosks, essential for preserving the store's lively and constantly evolving ambiance.

Exterior of the NBA Flagship Store

The Result

Following the successful integration at the NBA Store, our work's impact was immediately recognized through a continued partnership with Lids to design and develop several other retail properties within their vast retail portfolio. This project exemplifies Next/Now's end-to-end expertise, as our team handled every aspect in-house — from content creation and software development to hardware procurement, fabrication, and installation — reaffirming our role as a pivotal partner in bringing visionary retail experiences to life.