The new Air Jordan flagship store in Hong Kong is a sprawling brand experience that serves as a retail space as well as a place for brand education. Boasting a giant glowing golden Jumpman logo on its facade, the store is full of artifacts from the Jordan brand's history, with a combination of digital and analog displays and exhibitions.
Above all else, the Air Jordan flagship will serve as a narrative space where the brand can educate consumers on history and new product offerings. This is exemplified in the store's retrospective display of each pair of Michael Jordan's signature shoes showcased in chronological order.
The Hong Kong Air Jordan flagship store is located at Wellington Place in Central Hong Kong and was designed by Nike's in-house team.