Under One Hoop

An Interactive Dome Experience exploring what 3×3 basketball can build: the communities, connections, values and skills that outlast the game.

As sport becomes increasingly digital, immersive and interconnected, how can experience design help deepen the sense of community at its core?

Sport is evolving beyond the game itself. In recent years, it has gained new layers: digital, experiential, real-time, and remote. From enhanced live experiences to athlete data visualisation, sensor-enabled fields, E-sports, and more. In many ways, technology is expanding how people participate in, experience, and connect through sport. 

At the same time, the qualities that make sport meaningful remain unchanged. Sport creates shared moments, emotional investment, and a sense of belonging. It brings people together around common goals, communities, and the joy of play.

In 2026, Tellart was invited by Dutch non-profit 3×3 Unites, to celebrate their 10th anniversary with an interactive experience during the international FIBA 3×3 basketball tournament finals hosted in Amsterdam. 

The non-profit uses 3×3 basketball as a vehicle for youth development. For this experience, we rooted our design in  the community aspect of the organisation, bringing strangers together, some familiar with basketball and some not, and immersing them in street culture and a world where neighbourhood communities become foundations for connection and personal growth.

Under One Hoop: Where Individual Journeys Become Shared Experiences 

Set on the NDSM-Werf, Amsterdam’s home of street culture, Under One Hoop draws inspiration from the energy, creativity, and community spirit of 3×3 basketball. Graffiti-inspired visuals, hip-hop soundscapes, and an open, welcoming atmosphere bring the culture surrounding the courts and beyond into the heart of the experience.

Each 30-minute session in the dome is hosted by a 3×3 Unites leader, someone who actively works with communities and youth year-round. This was a key design decision by the Tellart team to ensure that the human touch that drives growth, discovery, and connection remained at the core of the experience. 

As guests enter the dome, they are introduced to a personal AI companion through their phones. Together, the human host and their digital counterpart  create a framework for reflection, conversation, and collaboration.

Around 50 guests gather inside the dome to take part in a series of activities inspired by the values of 3×3 Unites: PLAY, UNITE, EMPOWER. Across three rounds, guests are prompted to reflect on their own aspirations, engage with others, and contribute to a shared experience.

Each person’s contribution becomes part of an AI-generated film, revealed at the end of the session as a collective declaration created from individual voices, perspectives, and ambitions.

PLAY — You are welcome here

As guests enter the dome,  they are met with a warm, energetic invitation to the session led by the 3X3 Unites’ leader. Chatting with their individual AI companion, each guest thinks about what play means to them. This is followed by a game encouraging people to explore the space and get to know each other.  

UNITES — You are part of the team

In the second round, personal reflection becomes a bridge to connect with others with shared beliefs and ambitions around the topic of collaboration. Nudged by their personal AI companion, each guest finds someone to connect with through a mini-game.  

EMPOWER — Imagine what is possible

The room has been building toward this moment. Together, the group chants “3×3, Unites” and the dome responds. As the energy reaches its peak, a collective declaration is recited: shaped by the voices, reflections, and aspirations gathered throughout the session, capturing the values of PLAY, UNITE, and EMPOWER as defined by this unique group. 

As the experience comes to a close, each participant receives a personal declaration drawn from everything they shared along the way.

What begins with 3×3 basketball ends as something much bigger. It becomes a reflection on community, possibility, and the role each person can play in shaping both.

Creating Conditions for Community

Beyond this occasion, Under One Hoop represents a broader area of exploration for Tellart: how interactive experiences can strengthen teams, foster collective thinking, and unlock new forms of collaboration.

Over the past few years, Tellart has been investigating the role of AI as both a personal guide and a facilitator of collective expression. The system developed for Under One Hoop demonstrates how these tools can help transform individual perspectives into shared understanding and be adapted across different audiences, communities, and contexts.