Pure + Freeform, a bespoke metal company that creates custom, solutions-based metal paneling systems, was selected to design and manufacture interior and exterior metal wall panels for the new NBA flagship store in midtown Manhattan.
The company developed the panels for the 25,000 square-foot store to create a contextual experience for visitors that communicates the unique story of the NBA and WNBA. With an entrance featuring a 32-foot LED structure resembling a basketball net, which can be seen from 6th Avenue, the new NBA store is hard to miss. Pure+Freeform’s work included custom metal paneling matched to resemble a NBA hardwood court. The paneling was incorporated throughout the interior and exterior of the store.
Offering huge capabilities, the New York-based studio, led by founder Will Pilkington and Creative Director Geoffrey Hahn, has captured the attention of major US brands, with additional recent projects including Under Armour Brand House in Chicago, and Moxy Hotel in New York City. The company’s distinctive, solutions-based manufacturing style offers fully customizable finishes—from color to gloss, design and panel type. Using the most modern design and technology available, the team creates branded, built environments that push the boundaries in metal design.
