The 2025 NBA All-Star Week came to San Francisco, kicking off many brand activation events across the Bay Area.
High profile events like the NBA All-Star game offer excellent experiential marketing opportunities. And that is what we do! We were approached by several marketing firms looking for fabrication services, and secured contracts for three significant brand activations including a booth at the NBA Crossover Fan Experience. This brand activation event took place at San Francisco’s Moscone Center, and featured a number of sponsor activations geared toward the basketball fans in attendance. Working with the experiential marketing team at JetFuel Studio, we built and installed an exciting environment for the NBA’s official wine partner Kendall-Jackson.
Designed to feel like a basketball court, the 1500 square foot activation welcomed guests inside with a towering wine bottle entrance. Once inside, the custom-designed footprint offered several basketball themed experiences. At center court, a sleek branded bar served complimentary tastings, and a 360° photo booth framed by glowing basketballs created an immersive space where premium wine met high-energy hoops culture.
The process began with our production team working with Jet Fuel to refine the design to fit their budget parameters. With an approved design, our fabrication team began construction. They spent days building the custom entry arch, using wiggle board and extra long workbenches to accommodate the height. Our graphics team worked in tandem with our set carpenters to print, build and install the various branded elements throughout, including the dimensional letterset, floor graphics, entrance ID and dimensional wine bottle mounted on the basketball wall. Our talented installers laid the flooring before building an SEG graphic perimeter, and bringing in the various furniture and other elements.
The client was very happy as the brand activation event saw thousands of visitors over the course of the NBA All-Star week. It was a great week, topped off with hometown hero Steph Curry taking home the All-Star MVP trophy.
