The Basketball Central Flagship store in Piazza Argentina Milano is a project attesting to the partnership between the American National Basketball Association and Champion Europe, and the store space evokes the contrast between the  heritage roots of basketball and its contemporary style. The design revolves around the large central space (the structure was once a theater) designed as a basketball court with peripheral spaces specifically designed to evoke a heritage atmosphere through the use of rich wood materials paired with contemporary forms interpreted through evocative materials. As if to say: “the future arrives through the values created in the past.”