In its first year, the exhibition attracted more than 15,000 fans and was curated by theatre director Massimiliano Finazzer Flory. The exhibition's second year sees the return of Finazzer Flory, as well as a top-secret appearance from an NBA player. The experience will feature experiential qualities provided by Samsung's Smart Home series, including the Samsung Gear virtual reality (VR) devices featuring NBA-themed content.
The exhibition will be free of charge, and guests will be able to browse a selection of classic videos from the NBA official archives. On entering the exhibition, visitors will be treated to a sensory experience as they walk through a tunnel full of authentic echoes of an NBA game.
In addition, there will be a number of themed sections, including a comparison between '1996 Bulls vs 2016 Warriors', a tribute to NBA player 'Kobe Byrant', and 'Italian Style' - a sample of plays from current and former Italian players.
NBA EMEA Vice President, global marketing partnerships and emerging markets, Marc Armstrong, said: "The exhibition presented by Samsung represents yet another great touch point for our fans in Italy to experience the excitement of the NBA. We look forward to working closely with Samsung and our other partners to interact, engage and inspire fans."
Head of marketing and external relations at Samsung Electronics Italia, Mario Levratto, said: "The passion for sport allows our company to hold important events throughout the year and this exhibition is another demonstration of our engagement in a sport like basketball, which champions teamwork and loyalty, essential values for our company. By leading through innovative technology, Samsung can offer our country unique experiences such as this exhibition where a perfect combination of art, sport and technology tell the remarkable story of the NBA."
The exhibition will run from 16 November to 4 December and will beopen daily from noon until 8pm, and for those who can't attend, Sky Sports will be broadcasting customised coverage across Italy.
From 28-30 October, NBA will partner with Foot Locker to stage cultural exhibiiton "NBA Crossover". Over summer, Samsung brought their VR 'Hypercube' experience to UK festivals.
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