As part of Nike’s District 23 initiative, we reimagined Foot Locker Barbès into an official Jumpman 23 store—an immersive, community-driven space dedicated to all things Jordan Brand in the heart of Paris’ 18th arrondissement.
Aiming to embed the spirit of Jordan Brand into the heart of Barbès and connect the community with the court, culture, and essence of basketball, we crafted ‘The Process,’ a design narrative that honours the dedication and relentless pursuit of excellence required to become the best.
This concept inspired the entire store design, featuring sleek, blackened metal fixtures and bold visual cues from the Jordan aesthetic, creating an authentic and engaging environment.
The store’s dynamic layout invites visitors to interact with the space, transforming the simple act of shopping into an immersive experience. Our ‘What’s in Your Locker?’ concept—a playful, gamified feature echoing the camaraderie of a locker room—encourages visitors to explore, engage, and uncover surprises, fostering a strong sense of community.
Digital window displays keep the Jordan story vibrant around the clock. By showcasing iconic moments from Jordan's history and connecting visitors to exclusive content and experiences through the District 23 platform, these screens establish Foot Locker Barbès as a lively community hub, continuously energised and connected.
Collaborating with local DJs, we celebrated the launch with an opening event that welcomed the Foot Locker community and friends to experience the newly transformed space.
Designed to immerse the local community in the world of basketball and Jordan Brand culture, the space offers a seamless blend of innovative product launches, meaningful services, and unforgettable experiences as Jordan Brand’s ethos is embedded into the heart of the 18th arrondissement.
CLIENT: NIKE
WHAT WE DID: DESIGN, PRODUCTION, INSTALLATION, EVENT MANAGEMENT
LOCATION: PARIS
SEEN IN: CAMPAIGN LIVE, HYPEBEAST, SHOP DROP DAILY