Jordan World of Flight (WOF) Beijing Sanlitun finally opened its doors on March 23rd, becoming the first WOF store in China. Located at 15 North Sanlitun TaiKoo Li, Chaoyang District, Beijing, this new flagship store spans an impressive 1,000 square meters across four floors, each dedicated to showcasing the finest in Jordan streetwear and performance products. WOF is the Jordan Brand‘s highest expression of basketball culture at retail.
Sarah Mensah, President of Jordan Brand, underscores the special relationship between the brand and China: “China’s love for the game of basketball runs deep, and we’re thrilled to open Jordan World of Flight Beijing Sanlitun as our pinnacle expression of basketball culture and Jordan Brand at retail. Jordan World of Flight stores worldwide including Milan, Tokyo and Seoul are being embraced by consumers and we are excited to extend this innovative retail concept to our consumers in China. 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.”
The store’s design pays homage to Jordan Brand’s heritage in China, incorporating local architectural elements such as 京砖, the same flooring material used in the Forbidden City. The Center Court on the first floor serves as both a product showcase and an art installation celebrating the history of Jordan Brand. The Heritage Wall, the heart and soul of the store, immerses visitors in the brand’s heritage through iconic photographs and artwork.
Do you use Google News? You can follow your favorite media. Follow Fashionotography on Google News, by RSS or on Flipboard.
Local artists have left their mark on every floor of the store, creating unique artwork that reflects the contemporary expression of Chinese youth culture. These signature touches extend to the store’s product offerings, such as the Jordan Local Artist Series, which features limited-edition t-shirts co-created with Chinese street artists such as Xiaoye.
WOF Beijing Sanlitun offers a range of exclusive products and experiences, including the Wings Collection, Jordan Brand’s highest expression of luxury streetwear, and “The Workshop,” a hands-on personalization experience that allows customers to customize their Jordan products with options such as Air Jordan I hot stamping, aglet engraving and apparel patching.
The opening of the store follows the successful launches of Jordan WOF locations in Milan, Tokyo Shibuya and Seoul Hongdae, all of which have been embraced by consumers around the world.
Read more: Matthew M. Williams and Nike collaborate on new MMW x Nike Yoga collection
