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Photo: Jordan
The newest attraction in Tokyo’s bustling fashion and entertainment centre of Shibuya has just dropped. Say hello to the Jordan World of Flight Shibuya, a 9,200 sqft shrine dedicated to all things basketball and sneaker culture.
Visitors can expect a “best-in-class retail assortment” of Jordan brand footwear and apparel for all shapes and sizes, a station for customising products like the AJ1 and Renegade Jacket, a collection area for online orders and ‘The Flight Lounge’, an in-store space for shoppers to relax and learn about the history of Jordan Brand – first established by basketball legend Michael Jordan together with Nike back in 1984 – and basketball culture.
Photo: Jordan
This flagship store, situated along Meiji Dori street close to the Harajuku trade zone, is the first of its kind in the Land of Rising Sun and only the second in the world. It is more than twice as big as the roughly 3900 sqft inaugural store that opened last December in Milan’s Torino shopping hub.
Other offerings include a new innovation centre for Nike members to try out new products and experiences before they are made available to the general public.
Recognising the power of social media and virality, Jordan Brand will also have its first dedicated content studio within the store for shoppers to film unboxings and reviews (there’s no word on whether you need a minimum number of followers to gain access).
Photo: Jordan
A number of local artists’ work adorn the walls, backboards and fitting rooms of the store in recognition of its vibrant locale. An example is local Jordan-head and graphic designer Katsu, who used items from his own collection to decorate ‘The Flight Lounge’.
Says Craig Williams, president of Jordan Brand, ““Following the launch of Milan, Jordan World of Flight Shibuya provides another unique expression of basketball culture. Tokyo serves as the perfect backdrop, a city that is constantly pushing the edges of innovation, fashion, music and art.”
“Alongside a best-in-class retail assortment, World of Flight is a manifestation of the full potential of the Brand. By connecting with people around the world through the values the Jumpman represents, we hope to create even deeper ties to our consumer and underline the culture that unites us all,” he concluded.
