NBA x Josh Denzel Paris Launch

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Primark

Connecting the high-energy worlds of NBA basketball and street fashion in Paris.

In the run-up to the NBA Paris games, We Love This orchestrated an immersive brand activation for Primark in collaboration with the NBA, featuring Josh Denzel. This Parisian spectacle, conceived and executed within a mere 19-day timeframe, fused high-speed execution with creative brilliance, culminating in an event that captivated an audience of 100 global influencers and key figures from Primark and the NBA.

From the moment of green-lighting the concept to the final on-site flourish, our team at We Love This demonstrated what it means to blend artistic expression with practical agility. The event space transformed into a vibrant playground of interactive experiences: think ASMR booths, an LED tunnel and a slam dunk ball pit. Guests engaged directly with the brand through ‘Colour Me’ basketball hoops and hands-on design stations where they could screen print canvas bags using our bespoke templates and illustrations.

100+

International influencers, stakeholders & press

Every element of the event, from the basketball-themed food stations to the dynamic DJ sets, was infused with the essence of both the NBA and Primark, showcasing the new collection amidst a tapestry of immersive activities and electrifying artwork created by our team. Our role extended beyond creative direction; we were the architects of every detail, from managing vendors to directing graphics and crafting the artworks that defined the event’s aesthetic.

This activation was a testament to how We Love This merges rapid execution with impactful, innovative design. We proved that with the right team and vision, it’s possible to deliver an experience that’s both beautiful and buzz-worthy, truly reflecting our commitment to creating moments that resonate and inspire.

Ready to Elevate Your Next Event?
Discover how We Love This can transform your vision into an unforgettable experience with our experiential event design expertise and meticulous planning. Contact us today to start crafting your bespoke event and see your brand come to life in ways you never imagined.