Jordan World of Flight 零售体验店丨意大利米兰

Basketball brand Jordan has opened a new retail experience in Milan. The Jordan World of Flight is using locally oriented spatial interventions to strengthen and expand its relationship with local sports and fashion fans.

Basketball has become increasingly popular in Italy. Jordan’s market entry signals the potential for basketball-targeted brands to find success with Italian consumers. It’s a genre-defining brand – it’s hard to think of basketball and not picture Jordan – but in the context of a growing market like Italy and that of greater Europe, the brand must be contextualized in order to be relevant. The store marks this outreach to the Milan community with several local-focused interventions. The decision to put the store in the city is doubly strategic as the Jordan brand also has a stronghold position in the fashion world. The localization of the global brand is a demonstration of how big-box brands are using spatial design to build loyalty within new and existing markets.