NW10 Design Studio developed the experience framework for NBA House during All-Star Weekend — a multi-zone brand activation designed to move fans through distinct moments of participation, competition, and culture.
Experiential | Multi-Zone Brand Activation
The challenge wasn't spectacle. It was traffic. How do you move thousands of people through a space where every zone has a different energy, a different ask, and a different dwell time? We mapped the full visitor flow — entry sequencing, interaction density, transition points — and built a spatial strategy that let each zone breathe without losing momentum across the venue.
The result was a branded environment that felt like a neighborhood, not a queue. Every zone had its own rhythm, but the whole thing held together as one experience.
Scope of Work:
Experience Framework & Spatial Strategy
Visitor Flow Mapping & Traffic Analysis
Multi-Zone Brand Expression Planning
Design Strategy for Branded Environments
Production Partner Coordination
