Amex: NBA2k23 Lab

In December 2022, American Express partnered with the NBA to bring NBA x NBA2K23 LAB, an immersive, tech-driven experience, to Soho, New York. Designed to activate foot traffic through striking loft window displays, the space invited guests to engage with cutting-edge gaming and interactive technology at every turn.

Guests played NBA 2K23 on custom-designed gaming stations with one-on-one coaching, tested their skills on an interactive LED basketball court, and earned digital codes that unlocked bonus experience points within the game. Live streams featuring NBA and WNBA players, as well as Jack Harlow and Druski, connected the in-person experience to Twitch audiences in real time. The activation also integrated local small business perks, creating a seamless fusion of digital engagement, physical interactivity, and community connection.

Role: Design Director