Jordan DXB, Dubai

July 2021

 

Nike EMEA looked to combine all the Jordan DNA into one store for the Middle East. Prominently located in Dubai Mall, welcome to the Jordan DXB.

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WDO worked very closely with the Nike Design team to create a unique expression of the brand for the local marketplace.

At just under 250 sqm, the space features in-store pickup, elevated services, footwear lounge, as well as curated art from a variety of local artists.

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The piece de resistance is the glass brick footwear wall, complete with integrated, hidden metal shelving. With an illuminated stretch ceiling above, the space is a totally flexible location providing unique immersive experiences.

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For the launch of the store, Nike commissioned a night time drone show that alternated between the Jumpman logo and a unique QR code that unlocked a series of sneaker raffles. As part of an overall well orchestrated media launch, it came as no surprise that the store sold $1M worth of product,

in just five days!