NBA 2K League – Comic Con

At Abu Dhabi Comic-Con, the NBA wanted more than an activation—they envisioned an immersive experience that brought basketball's energy to life. The Hanging House answered the call with Swish City, a vibrant fusion of sports, gaming, and pop culture.

The concept "Swish City" was inspired by the urban essence of basketball, designed to create a dynamic, fan-driven experience. Combining the NBA's core values—Integrity, Teamwork, Respect, and Innovation—with cutting-edge design, Swish City aimed to engage, excite, and connect.

Game On: A Basketball Fan's Dream
Swish City offered fans an array of interactive experiences:

• Virtual Reality Basketball: Step into the NBA 2K world with 12 immersive VR gaming stations.

• Arcade Hoops: Experience the thrill of high-energy gameplay.

• Interactive Photo Booths: Capture memories while contributing to data insights.

• AR Merchandise Try-On: Virtually try on NBA 2K League products in a futuristic shopping experience.

Meet Your Heroes:
Fans had the unique opportunity to meet NBA professionals, creating unforgettable connections and moments.

Swish City was more than an activation; it was a space where basketball's culture came alive. A basketball court at the heart, reimagined game pods, and street-style design elements created a dynamic environment that embodied the spirit of the game.

• Unifying the Experience: Existing game pods were redesigned to seamlessly integrate into Swish City's urban theme.

• Safety as Priority: Guest safety for all activities, especially basketball challenges, was ensured with protective measures.

• Time Crunch Mastery: With just days to build the expansive 140 sq m stand, the team delivered a flawless, immersive space on schedule.

Swish City wasn't just an activation—it was a slam dunk for fan engagement. With every VR dunk, arcade shot, and NBA pro handshake, visitors left Comic-Con with lasting memories of the game they love.