“Limits Like Fears Are Just An Illusion” – Michael Jordan.
Jordan Brand has opened a concept store inside the world’s largest shopping mall, The Dubai Mall.
Grounded in a sport-focused layout shared with Jordan doors like Jumpman LA, Jordan 1 Hongxing in Chengdu and Jordan 9 Guanghua in Beijing, the Dubai door creates a refined, sensory space that connects fans of the brand to artistic traditions within the region.
The 2,500-square-foot Dubai store is stocked with the latest Jordan Brand footwear and apparel styles. In addition, the store includes digital features, such as in-store pickup, and the space is curated with fine art from a variety of artists, encouraging visitors to amble through the layout and appreciate the works — including those of Jason Seife, a Syrian-American artist who replicates the patterns of traditional Persian carpets onto canvas.
Just as he reimagines Persian carpets, Seife joins Jordan Brand in reimagining physical stores and the role of art within them. Seife painted his intricate designs onto detached backboards and basketball sculptures to bring his art to life in the space, whisking a colour palette rich with historic Jordan Brand colours. Seife sees showcasing works in-store as an opportunity to push an established medium in a new direction.
“It’s exciting to see the line between design and art-making continue to blur thanks to projects like this,” says Seife. “Between artists like myself and Jordan Brand, we can create in-store experiences that highlight the products alongside the art, helping connect this cool relationship among artwork, inspiration and product excellence.”
Dscvr: Jordan Dubai, Ground Floor, Dubai Mall (Next to the Ice Rink), Dubai. @jordandubaimall
