Transforming Buildings Through Branded Experience

April 27, 2012

An ever growing segment of our project work responds to the goal of extending the life of existing buildings through repurposed design and visitor experience.

I find this project particularly relevant in regard to the parallels in which we strive to re-activate our buildings and connect with our audience through an inventive approach to design and branded experience.

Architecture, brand, and social experience are more intertwined than ever before.  See how Nike took it upon itself to resuscitate this once-booming hotbed of basketball culture by transforming this long-derelict basketball indoor gymnasium on New York’s Lower East Side into a state of the art community asset, valuable brand platform, and social connector.

The Masaryk basketball court


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