Yonge and Dundas, the heart of Toronto’s street life, was chosen as a home for Nike’s first Jordan Store in Canada, the second in North America. Working in close collaboration with Nike’s creative teams, Set Creative and Foot Locker, Montréal-based Ædifica chose to explore and enhance the ‘immersive experience’ concept initiated in the Chicago flagship store. The Toronto site was first tested with a pop-up store during the 2016 NBA All-Star Game, held for the first time outside the US. Its instant success led to the current 15,000-square-foot facility with its white curtain wall façade featuring Jordan’s logo. The main retail space is at street level while the lower floor is the kids’ area. A training facility, named Centre 23, occupies the upper level with its professional equipment, interactive simulation screens and locker room. A single-stool barbershop corner adds to the ambience. Grey-painted brick walls, exposed concrete and steel are used throughout. A large reproduction of Michel Jordan’s famous 1986 ‘Wings’ poster dominates the retail area where fans can purchase—and customize—sneakers, clothes and accessories. Modular display cases and flexible lighting allow for partial clearing of the space so that shoppers can try the regulation-height net near the entrance. Over-sized window bays allow fans to see from the street what is going on inside during the day but also at night as Centre 23 offers exclusive programming after hours and unique video content.