Imaginary Forces

Imaginary Forces' collaboration with architectural/design firm Gensler was about more than filling the HBO Shop with merchandise, it was about shaping 750 feet of retail space into an experience. Anchored by plasma screens and complimentary, choreographed lighting, the multimedia-driven space showcases HBO's award-winning programming first and foremost, letting the merchandise play an appealing supporting role.

The HBO SHOP offers a grand-scale three-dimensional experience in a relatively tiny space—a multi-faceted, multi-media gem that stands out among the giant flat screens of Times Square. Immersive, tangible, visual and emotional, this intimate 750 SF space is a physical expression of the HBO brand, where visitors can connect with HBO and view specially reformatted and edited content that can’t be seen anywhere else.

The HBO Shop is located inside HBO's New York Headquarters, on Sixth Avenue near 42nd Street.

Photos by Andrew Bordwin.