Quai 54 • 2018 Event Design
Event Design
Client: Quai 54
Creative Direction: Thibaut de Longeville
Art Direction: Alexander Wise
360 Creative has been involved with the Jordan Brand-sponsored Quai 54 World Streetball Championship since 2003. We created the tournament’s visual identity, designed to enable the venture to evolve from an annual event into a brand of its own.
For the 2018 edition of this sizzling basketball event, we chose to work with a striking neon pink and green color combo. This approach was applied to all aspects of the 5000 seat arena: the court, the stands, the event village as well as video content displayed on giant screens set up at the four corners of the arena.
The bold color displayed on the side of the event stands was used as a backdrop for professional photo shoots as well as countless Instagram posts created by the various athletes, entertainers, influencers and spectators attending the event.
Conceived to heighten the visual experience and encourage both on & off-court image capture, the 2018 arena was the most striking, most effective and most instantly recognizable environment design for Quai 54 in the 14 years of existence of the event.
Wild Posting Campaign
Eye-catching posters using fluorescent inks were posted in and around Paris in the weeks leading up to the event, both promoting the tournament and announcing its 2018 color coding on the city's walls.
NBA Live Partnership
Quai 54 was featured in EA Sports’ flagship basketball video game NBA Live for the first time in 2018.
We managed this innovative partnership with EA Sports, and worked closely with the EA Sports development team to reproduce as faithfully as possible all aspects of the 2018 event in a slick 3D and playable environment, incorporating the court design, stands, and overall event environment as well as the entire Jordan x Quai 54 product collection including team jerseys, footwear and off-court apparel.
