Foot District opened its new Flagship Store on the 5th of January in Madrid at 35 Valverde St. Think District. Think City. We come from the digital sphere and our name refers to the urban space. The integration of those two concepts is essential to understand the idea behind our Flagship Store.
In the search of this link, we looked back at the last Air Max Day where we launched an Air Max Zero campaign using 3d printing. Here we go, we had the link. From a symbolic point of view, 3D printing serves as the link between both the digital and the physical worlds. In our store that digital/real connection is captured by a strategically located 3D printer at the end of the store. The 3D printer acts as the imaginary generator of an urban grid of cubes. This figure is the most basic 3D element and works here as a pixel that eventually forms the urban grid that takes over the store. The presence of this technology also acts as nod to the future of sneaker manufacturing.
If you see the grid from the printer it grows downwards. But if you see it from the entrance it decreases until the generator element.
On top of the urban grid, we have tried to recreate a city space and urban scenery but in a much more subtle and refined manner. The display of ultra-thin cement, a polished basketball fence – that serves as the entrance of the Jordan Room – and premium metallic bricks gives the store a very unique and elegant touch.
To finish the store visit, we have reserved a room to celebrate the legacy of Michael Jordan. The design of this space evokes the game of basketball but in a subtle way. The design elements are recognizable but the architectural language enhances the idea of us entering in a distinctive, premium and somewhat mystical space. To sum it up, we envisioned a space in which basketball, Jordan legacy, design and customer experience came together.
Each model Michael Jordan wore has a story behind. We want to be part of that storytelling and help spread the legacy of the brand through an interactive and live customer experience. We have curated videos (game highlights, commercials, documentaries) related to every sneaker Jordan wore. We have 3d modelled the 14 models Michael Jordan wore during his career.
When the customer lifts one of the 3D miniatures above a video based on the model chosen will be triggered in the 2×0.8 meter flexible curved LED screen that dominates the room. The customer will live a distinct interactive experience and be educated on the legacy of Jordan at the same time.