NBA · NBA 2K Royal Court · DE-YAN

NBA Event Activation

The NBA wanted an activation tied to All-Star Weekend that could travel to international markets in subsequent seasons.

DE-YAN built a 25,000 sq ft "house" organized into eight interactive rooms: locker room, court, archive, broadcast. The build was modular, designed for shipping and full rebuild on a five-day cycle. Combined attendance across launch and one international leg exceeded 180,000. Player engagement was unprompted and broadcast-quality.