NYC
BOOKING FOR JUNE 2025
NBA2K Royal Court
YEAR2025
CLIENTNBA 2K LEAGUE
STUDIODE-YAN
FABRICATIONBednark
PROJECT TAGSExperiential, Interactive. Spatial, Game Design, Convention, TouchDesigner, Unreal Engine 5
NBA2K LEAGUE wanted to do something very different for the NBA Crossover event in San Fran.
In a sea of pop-a-shots, how do you stand out? Enter Royal Court — a candlelit race to the throne in an interactive culture clash between baroque era opulence and streetwear culture.
Guests would make their way through the salon and play different skill testing games, and collect different AI portraits of themselves in baroque/streetwear drip.
Each game was designed from scratch — from a drumming game designed to test your rhythm, to a statue slashing game to test your swordsmanship and accuracy.
The experience culminated in the grand hall where guests could compete against NBA players in 2K on our throne stage, and test their luck in our secret prize alley to win gaming consoles and swag. Framed screens on the wall allowed guests to customize their AI portraits they collected.
The installation was an entirely unique experience, offering our many satisfied guests a palate cleanser from the ocean of blue LEDs surrounding it.
And we had the lineups to prove it!
Onboarding
Guests arrive, get their photo taken, and see an AI portrait of themselves appear in baroque streetwear.
Baroque Beat
A custom rhythm game where you drum to the beat, blending chamber music and hip-hop.
Baroque Beat
Gameplay in TouchDesigner
Court Cutter
Slash through statues to reveal the streetwear fit underneath.
Court Cutter
Gameplay in UE5
NBA2K Playhouse
Scan your RFID to tag your portraits with our digital graffiti cans, and play against NBA talent on stage.
Secret Library
Lift the book to see if you win
Info & Key Credits
RESPONSIBILITIES
Creative Direction
Design Direction
Branding
Motion Direction
AI Training
Interaction Design
Graphic Design
Game Design
User Interface
User Experience
Creative Strategy
Interior Design
CLIENT CREDITS
CEO
Andrew Pearlmutter
SVP, Creative & Strategy
Alex Addison
VP, Design
Andreina Carrillo
Strategy & Ops
Haley Bordui
business ops & event strategy
Mike Dassinger
Head of TalentZack Kupferberg
CREATIVE TEAM
Creative & Design DIRECTORAdam Romano
art DirectorJuan David Figueroa
DesignJuan David Figueroa
Adam Romano
Aleksandar Savic
Heerim Shin
Architects/3DJintong Mao
Dmitry Varivoda
Milena Andric
DE-YAN Serbia
Sound Design/Composition Chandler Palmer
TECH ANd PRODUCTION
Technology
Stephen Martell
Zach Kampf
Daniel Goggin
Philip Cadoux
Chenshan Gao
Claudia Tay
Lily Hsaio
Production/Operations
Kate Massih
Noel Edelstein
Mitchell Ritter
Georgie Versi
Zach Roland
Adam Romano
Creative & Design Direction
BOOKING FOR JUNE 2025