The NBA is more than a sport. It's more than basketball. For many people it's a lifestyle. It's history has impacted many lives throughout the world and joined cultures and differences through not only the sport but music, fashion, film and gaming. With the team at FRUKT we I was tasked with conceptualising and delivering a public exhibition which immersed its 16-25 year old fans in the lifestyle and modern popular credentials of the sport and increased brand awareness in the UK. We produced a three day and three night exhibition in the heart of Shoreditch which showcased the convergence of the NBA and music, fashion, art and popular culture. The exhibition showcased some of the most compelling visual and physical pieces of NBA history which aligned with the cultural narrative.
CREDITS: Dan Button, Design Director FRUKT
