NBA // EA Sports Triple Double Pop-Up

Service: Pop-Ups & Retail SpacesService: Brand ActivationIndustry: Sports & FitnessIndustry: Music & Entertainment

Sep 23

Written By Beatriz Caraballo

EA Sports redefined the sports gaming experience with the NBA Triple Double Lounge, a dynamic pop-up activation in Midtown, NYC, celebrating the history of basketball, video games, and culture. The event showcased an immersive collection of basketball artifacts, including autographed sneakers, classic Sega Genesis and NBA Live cartridges, and the debut of NBA Elite ’11 and NBA Jam—two of the most iconic sports simulation games in history. Basketball legends Dwight Howard, Tyreke Evans, Dominique Wilkins, Roger Mason, and more made special guest appearances, drawing crowds of fans, sneakerheads, and gamers alike. The Triple Double Lounge wasn’t just an exhibit—it was an interactive destination, packed with exclusive experiences that merged sports nostalgia with cutting-edge gaming.

Stoelt Productions transformed a former bank into an electrifying, basketball-inspired environment, completely reimagining the space. The venue overhaul included removing teller glass, installing a custom basketball court floor, and integrating interactive gameplay stations. Massive LED scoreboards and dynamic digital displays brought the energy of an actual NBA arena into the space, while custom branding and sleek installations elevated the atmosphere. The activation featured free play gaming zones, a sneaker culture showcase, and even an in-house barber for fresh cuts, ensuring every guest left with an unforgettable experience. More than just a gaming launch, this event was a cultural moment that blended sports, music, and lifestyle into one epic celebration.

EA Sports NBA Triple Double Pop-Up

CLIENT: EA Sports

TYPE: Pop-Up Space + Brand Activation

LOCATION: New York, NY

ACTUALIZATION: Stoelt Productions executed a full-scale venue transformation, creating an immersive basketball-meets-gaming experience with a custom-built court, LED scoreboard, interactive gaming zones, and dynamic branding to celebrate the history and future of NBA video games.

OUR ROLE: