Air Jordan experience store opens in Toronto

Toronto has welcomed a new Air Jordan Yonge Street location. With an underground kids-only concourse, an industrial-designed retail level, and an upper athletic training facility complete with an interactive Michael Jordan agility test, the three-level retail space is more than just a store; it’s been designed as an experience.

To ensure that a retail space of this magnitude was equipped with the most up-to-date technology that would allow for a unique consumer experience, Nike enlisted technology integrator Advanced, in partnership with an experiential design firm, to build and develop multi-room audio, displays, projectors, control automation and the store’s standout interactive Jordan Standard games.

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Unique to this Air Jordan store, the games feature display-based tests that measure each player’s agility level compared to Jordan himself. Equipped with an advanced speaker system, the audio from the game is sent directly into the ear of the participant, canceling out the noise of the store floor for them and allowing the rest of the store to remain undisrupted by the game.

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The 464 sq m main floor is primarily dedicated to retail and features the best of the Jordan brand, from apparel to sneakers. Directly above the retail floor is the 278 sq m Centre 23 training facility. Staffed with two Jordan trainers, the centre provides a state of the art facility for player skill development. To complete the store’s 836 sq m footprint, the lower concourse level houses a kids space, dedicated entirely to children’s apparel and sneakers.

Additional key store features include a full-service training facility complete with gym, locker room and two Jordan Standard games; four 2.4m wall windows with perforated projection film screens that enable natural light to still filter into the store; and multi-room audio systems controlled by an Apple iPad Mini equipped with Spotify, allowing staff to easily control songs and volumes in separate areas of the store.

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