NBA has opened a store on Fifth Avenue, New York City, where customers are encouraged to play ball with the products.
Much play is made by many retailers of the importance of experience, yet all too frequently this boils down to little more than a couple of screens and perhaps a few coloured lights.
Those in search of real experience could do worse than pay a visit to the NBA (National Basketball Association) store on Manhattan’s Fifth Avenue.
In this multi-floor store there are certainly large areas devoted to the perimeter featuring large high-resolution screens, but what really grabs the eye are the interactive elements that customers are invited to use.
These range from a pair of basketball hoops and a mini court – enabling shoppers to challenge each other – to basketballs that have been set into the wall and which have the imprints of famous players hands moulded into them.
The latter demands that visitors put their hands into the prints and to gasp.
And if all this isn’t enough to convince the curious how important size is in this context, then the life-size decals of players applied to the walls should seal the deal. This store is an experience at every turn.
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