ROOTED • STRONG • ICONIC
As the birthplace of the NBA and some of its greatest stars, the 2015 All Star event was great opportunity for us to celebrate the iconic world that is New York City. Taking our cues from the unique logo design, we created a magical and paradoxical space that acts as a portal speeding us from the depths of subway to the steps of Empire State, from Times Square to Brooklyn - landmarks at every turn.
The surreal space connects the fans, the sport, and the region seamlessly and majestically while retaining the intimacy of the textures, the people and the neighbourhoods of this storied city. The authentic energy of basketball’s primal roots gives great life to the piece and invites the viewer to be a part of it's rich history.