Hovercraft

Jordan BrandParlor 23

NBA All-Star — Salt Lake City, UT

The black-clad brick building of Parlor 23 with a Jumpman on its door, on a sunny winter day

Overview

The legend of the 1997 NBA Finals “Flu Game” brought to life as an immersive pizza pop-up. Fans could grab a slice, customize sneakers and apparel, trial performance footwear on the interactive Future Court, testing skills to net the highest score.

Scope

  • Concept Development
  • Art Direction
  • Experiential Design
  • Trialing Experience
  • Game Design
  • Brand Design
  • Merch Design
  • Illustration
  • Animation
  • 3D
  • VFX
  • Creative Technology
  • Software Development
  • Creative Production
  • Production Management
  • Event Management
  • Fabrication & Install
  • Technical Show Management
A crowd lining up past neon tubes toward the glowing Parlor 23 pizza mascot wall
The neon Parlor 23 sign: a pizza slice mascot dribbling, with “Since ’97” and “Hand-tossed. Ill sauce.”
Sneaker display cases on a red and white checkered floor beneath the giant red Parlor 23 lettering
The red-lit dining room with booths, framed jerseys and the Parlor 23 wall
Guests eating in a wood-panelled booth under red “Sickest game in town” lettering
Staff picking toppings at the customization bar beside a Jordan bag
Guests browsing sneakers at the long counter under red light
A young fan and others customizing a black garment at a table
A Parlor 23 pizza box on a turntable covered in embroidered patches
A hand holding a phone over the pink Parlor 23 menu, its QR code on screen
The Parlor 23 menu laid flat, printed in red with games and the pizza mascot

Event stats

We turned Jordan’s History & league lore into an IRL experience that garnered endless earned media and visits. The concept drew national coverage, four activation awards and had a non-stop line around the block to experience the pizza shop that poisoned MJ before the pivotal game 5.

4.5m
social impressions
$112k
sales
4,600
fans served
Neon-lit player rooms: white chess pieces on plinths before a blue “Luka: Checkmate, Step Back” wall, beside a red “Rivalry” room with a hoop and portrait
A guest in an orange jacket in a purple player room, looking at a large portrait of a basketball player
A black wall printed with the Jordan “Beyond” poem, “They don’t have much in common, those who take flight”
An indoor court set for the Shooting Challenge, with “Activity 03” screens, a leaderboard and rows of folding chairs
A “Future of Flight” screen with the Jumpman above a rack of basketballs on the court
A young player shooting on the court in front of a big screen showing his stats and a player portrait
A crowd of young players in Jordan shirts posing for a selfie under a hoop, in front of an LED wall with a player’s face