NBA House

This project showcases the NBA House experience in São Paulo, an immersive and visually impactful celebration of basketball culture. The activation begins with a bold architectural statement: four towering cranes supporting massive illuminated backboards that resemble oversized basketball hoops, visible even from outside Parque Villa-Lobos and setting the tone for the spectacle inside.

Visitors are welcomed through a striking entrance tunnel filled with dynamic LED lighting in the league’s iconic red, white, and blue, creating a fully immersive prelude to what awaits. Inside, the central arena is packed with energy—featuring multiple basketball courts, including one entirely made of LED panels that transform into interactive games and dramatic visual displays.

Throughout the space, fans can step into experiences like the “NBA Players Perspective,” where they compare their height and hand size to legends like LeBron James. There’s also a custom shop for personalizing official merchandise, and a locker room experience that pays tribute to iconic jerseys, sneakers, and historic NBA moments. A mezzanine-level VIP lounge offers elevated views and a more exclusive ambiance, while broadcast studios operate within the venue, delivering live content and interactive coverage. To complete the experience, a dedicated food court ensures guests can enjoy the event without ever leaving the immersive environment.

The NBA House in São Paulo is more than an event space—it’s a full sensory dive into the world of basketball, designed to engage fans of all ages with the excitement, passion, and style that define the NBA.