SPRINGFIELD, MA (WGGB/WSHM) -- The Naismith Memorial Basketball Hall of Fame unveiled its newly renovated museum retail store Tuesday in Springfield.

The redesigned space includes several new experiential elements, including a champions tunnel, central lounge experience, and locker room moment. The store also includes gaming system activations designed to create an interactive space within the museum.

Jerry Gilbert, chief marketing officer and principal of Event Network, the Hall of Fame’s retail partner, said the space was reimagined in collaboration with the Hall of Fame team. “Well, we completely reimagined the entire space in close collaboration with the Hall of Fame team,” he said. “The whole goal was to make it highly experiential, really immersive for all the guests who are coming through and have had a wonderful experience in learning about the history of the game and we bring them in here and try to make memories for them.”

Gilbert said visitors step off center court, where people typically end their journey, before going through a fan tunnel that brings them into a new shopping experience with new product lines.

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