Content about National Basketball Association

A new, kids-only sports store in Manhattan, Rookie USA, is utilizing the latest in innovative HD projection and audio-visual technology to engage and inform shoppers.

The technology, the Tensator Virtual Assistant, projects an image of New York Knicks’ player Carmelo Anthony that, at nearly 7 ft., captivates shoppers with its 3D look and feel. The image provides store and branding information, and even shares basketball tips. It also incorporates surround-sound audio and video.

Ridgefield, Conn. — Spanish fast-fashion retail giant Zara has chosen Schimenti Construction Co. to build its new flagship at 666 Fifth Avenue in Manhattan. The 39,000-sq.-ft. store is located in the former home of the NBA Store.

“We have begun the first phase (demolition and structural work) of the project which has included lowering the second floor to provide a higher ceiling and installing new steel beams,” said project executive Joseph Schimenti.

New York City -- The NBA Store on Fifth Avenue in Manhattan will close in late February, due to rising rent. The company said it is looking for a new location in the city.