NBA Courtside is the National Basketball Association’s first restaurant in the North American market. After years of working with the NBA on various licensed initiatives they teamed us up with Toronto based Urban Dining Group to develop the flagship project with an eye to future expansion.
This project let us explore the ideas we had generated previously around the culture of basketball and the “path” of NBA stars from the playground to the Hall of Fame. Each zone of the restaurant is inspired by an era of that development. We worked closely with the owners to create a palette that referenced the sport, but was also hospitality friendly. These material selections, lighting design were also in the interest of creating a food and beverage based concept that would have broad appeal and could be enjoyed by the passive fan and the fanatic equally.