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NIKE, INC.

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Nike : Jordan Brand Connects Art, Design and Inspiration in New Dubai Store

07/15/2021 | 12:47pm EDT

experience

Jordan Brand Connects Art, Design and Inspiration in New Dubai Store

July 15, 2021

Detached basketball backboards, painted with intricate deisgns by artist Jason Seife, greet consumers in the new Jordan Dubai door.

Seife painted vivid basketball sculptures using historic Jordan Brand colors to add an element of playful discovery to perusing a product shelf.

The immersive footwear experience turns the traditional footwear wall on its head, creating a distinct space for visitors to take in retros and new silhouettes.

Glass brick from Italy creates an illuminated structure that raises from floor to ceiling.

An event to celebrate the opening of the store took place outside the mall at the Dubai FRAME, an architectural landmark that connects the modern downtown area with the original city center. The Frame was lit up by the iconic Jumpman logo with the city's iconic skyline as backdrop.

This summer, Jordan Brand opens a concept store in the Dubai Mall, the largest mall in the world. Grounded in a sport-focused layout shared with Jordan doors like Jumpman LA, Jordan 1 Hongxing in Chengdu and Jordan 9 Guanghua in Beijing, the Dubai door creates a refined, sensory space that connects fans of the brand to artistic traditions within the region. In NIKE, Inc.'s vision for the connected marketplace of the future, the visceral experience of a physical store and the intuitive solutions of digital shopping go hand in hand.

The 2,500-square-foot Dubai store will be stocked with the latest Jordan Brand footwear and apparel styles. The store includes digital features, such as in-store pickup, and the space is curated with fine art from a variety of artists, encouraging visitors to amble through the layout and appreciate the works - including those of Jason Seife, a Syrian-American artist who replicates the patterns of traditional Persian carpets onto canvas.

To bring his art to life in the space, Seife painted his intricate designs onto detached backboards and basketball sculptures, whisking a color palette rich with historic Jordan Brand colors. Seife sees showcasing works in-store as an opportunity to push an established medium in a new direction. Just as he reimagines Persian carpets, Seife joins Jordan Brand in reimagining physical stores, and the role of art within them.

'It's exciting to see the line between design and art-making continue to blur thanks to projects like this,' says Seife. 'Between artists like myself and Jordan Brand, we can create in-store experiences that highlight the products alongside the art, helping connect this cool relationship among artwork, inspiration and product excellence.'

Jordan The Dubai Mall opens July 15.

Disclaimer

Nike Inc. published this content on 15 July 2021 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 15 July 2021 16:46:04 UTC.


ę Publicnow 2021
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