NBA Emirates Cup 2024 Red Carpet Experience
The NBA tunnel walk has become a defining cultural moment where athlete personas, fashion storytelling, and brand partnerships intersect before tip-off.
For the NBA Emirates Cup in Las Vegas, the mandate was to shape that threshold into an intentional stage: a premium, tunnel-style entrance that celebrates fashion and photographs beautifully while reinforcing the NBA × Emirates partnership.
Working with creative and broadcast partners, I developed the concepts and design for the carpet experience:
Form language took inspiration from the built of the plane and the partnership with Emirates. The linear rhythm and panel breaks that guide the eye and frame subjects.
Materiality direction aimed at high-polish yet camera-friendly finishes (gold warmth without hot spots; textures that give depth on-air).
Brand integration positioned to be readable in motion and in stills, avoiding over-branding while maintaining clear partnership context.
Interview zones conceived as micro-stages that has enough intimacy for talent and media while staying in the same visual story as the tunnel.
Las Vegas nod through gold tonality and refined accents rather than theme-park gilding; modern, luxe, and editorial.
Results
Tunnel walk elevated: The entrance functioned as a style statement bridging basketball, fashion, and aviation luxury.
Press-ready staging: Composition and finishes supported interviews and photo moments with consistent, on-brand backdrops.
Cultural crossover: The space underscored the global-sponsorship narrative, aligning Emirates’ craft with the NBA’s fashion-forward culture.
Enduring signature: The experience read as an unforgettable element of the Cup Finals arrivals.
