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During All Star Weekend in Los Angeles, the 77X Experience with Luka Dončić transformed the city into an immersive, high energy world celebrating the athlete’s impact on and off the court. The experience offered fans a chance to compete in a trick shot arcade experience and get their hands on limited edition merchandise.
Jonathon conceived a bold, immersive spatial journey that captured the spirit of 77X, blending sport, culture, and community into a layered experience. From interactive installations to branded storytelling moments, the environment balanced edge and sophistication, creating a space that felt both personal to Luka and electrifying for fans.
Rob’s lighting design elevated every touchpoint, sculpting the space with dramatic contrasts, kinetic energy, and precision highlights that amplified the atmosphere. His approach enhanced the architectural elements and experiential moments alike, ensuring the event resonated visually from every angle and across every shareable moment.
Together, Rob and Jonathon created an environment that was not only visually striking, but emotionally engaging and a fully realized brand world built for impact during one of basketball’s most high profile weekends.
Jonathan Beck and Rob Ross are a part of Exposure NY’s event division.
Exposure NY is a photography/styling agency based in New York City.
