NBA Store
Transparent LED screens, a micro-pitch video wall and a holographic HoloPort system turned the NBA's Oxford Street flagship into an immersive, technology-led retail experience.
When the NBA opened a mega flagship store in the heart of London's Oxford Street, the brief called for a retail environment that felt as high-energy and cutting-edge as the brand itself, standing out among the world-class stores on one of the busiest shopping streets in the world.
Elport's response combined several display technologies rather than a single hero screen. Enormous transparent LED nano film screens gave the store a see-through, futuristic look, while a large micro-pitch LED screen delivered sharp, high-resolution content across a bigger format. The centrepiece was the HoloPort system, which brings NBA players into the store holographically, creating a moment of genuine spectacle for shoppers and fans.
Alongside these, eight specially designed 86-inch portrait screens were installed throughout the store, giving the retail team flexible, targeted spaces to run product and campaign content in a format suited to fashion and merchandise displays.
The combined effect is a store where digital display technology isn't limited to a single wall or entrance feature, but runs through the whole shopping experience — from transparent screens and holographic players to high-resolution product content — giving the NBA a flagship that showcases the brand as much through technology as through merchandise.
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