Transforming a nightclub into the ultimate NBA all-star experience. NBA All-Star weekend is one of the premier events on the NBA calendar, serving as a showcase for the game’s greatest talent and most iconic brands. HELO, working with creative agency Nowadays, transformed a disused nightclub into a three-level Puma brand experience that included spaces for a dunk contest, shoe showcase, an 80s homage video game arcade and a co-lab with Chinatown Market with real-time customisation of Puma Hoops apparel.

The space ran throughout the All-Star weekend, open to the general public during the day and served as the backdrop for a blow-out VIP party featuring Nipsey Hussle, G-Herbo and YBN Cordae on the eve of the game.