Jordan Brand has opened its first World of Flight store in China.
The newest store for the namesake brand of NBA icon Michael Jordan is Jordan World of Flight Beijing Sanlitun, which opened Saturday. The store is located at 15 North Sanlitun TaiKoo Li, Chaoyang District, Beijing.
It consumes more than 1,000 square meters (roughly 10,764 square feet) of real estate and spans four stories. Jordan Brand said in a statement that this is its “highest expression of basketball culture at retail” and each floor is replete with “the best in Jordan streetwear and performance product.”
“The unveiling of Jordan World of Flight Beijing Sanlitun is a pivotal moment for Jordan’s global strategy, signaling a new chapter for the Brand’s expansion and innovation in China furthering the brand’s international presence,” Jordan Brand president Sarah Mensah said in a statement.
Jordan Brand explained its aesthetic was designed to be distinct from other retail stores in the area, and said the store is “a tribute to Jordan Brand’s legacy in China.” Local artists created all of the store’s art pieces, the brand said, and it will offer the Jordan Local Artist series of products — including limited-edition T-shirts and more — that are co-created with Chinese street artists, such as Xiaoye.
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Jordan Brand called out several design element highlights of the store, such as a local architectural element, 京砖 (translated to English as Beijing Brick), which is included on the first floor. The brand explained it is the same flooring material used in the Forbidden City, the imperial palace in Beijing during the Ming and Qing dynasties.
Also, Jordan Brand highlighted the Center Court on the first floor, which it explained doubles as both a product showcase and an art installation dedicated to its history, as well as the Heritage Wall that shows consumers the legacy of the brand via photography and artwork. And there is a premium lounge on the top floor added to host special shopping experiences and “serve as a gathering place for the local basketball community as well as the Jordan Brand family.”
In terms of product, the store the Wings Collection, which it described as “the highest expression of luxury streetwear offered by Jordan Brand,” as well as “The Workshop” personalization experience. Also, Jordan Brand said it will offer convenient pick-up experiences and member-only events.
Jordan Brand’s other World of Flight locations are in Milan, Tokyo Shibuya and Seoul Hongdae.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
