Bankers Life Fieldhouse is the home of the NBA Pacers basketball team, located in the heart of the historical district in Indianapolis, Indiana. Renovations to the stadium created an opportunity for upgrading the TEAM STORE. The interior design concept for the store reflects the architectural aesthetic of the renovated building to create an extension of the stadium fan experience from the court into the retail space. The objective was to create an engaging environment that involved enhanced storytelling through merchandising, interactive technology, and online channels. The result is a seamless experience that celebrates the legacy of the Indiana Pacers, their fans, and their shared passion for basketball.