Air Jordan Store

Brick-and-Mortar store created dynamic experience with Retail AV and Digital Signage solutions

Toronto’s new Air Jordan location on Yonge street is more than just a store: it’s an experience. That was the goal when designing the three-level retail space equipped with an underground kids-only concourse, an industrial-designed retail level, and an upper athletic training facility. The Diversified team designed and installed a Retail AV and Digital Signage solution that would create a dynamic experience for clients.

During the building process, the store’s biggest audio visual (AV) priority was music. Air Jordan wanted to incorporate a multi-room audio system that would be flexible depending on the space, yet extremely easy-to-use for the store’s staff. That’s why Diversified built the entire system around a Crestron multi-room audio controller, powered by 40 custom-mounted speakers in the building’s columns and 11 ceiling speakers. For easy control of the system, an Apple iPad Mini, equipped with Spotify and a custom-designed graphical user interface, allows store clerks to easily change the song or music volume.

The third floor, named Center 23, acts as a full-service training facility complete with a gym, locker room, and two Jordan Standard games—interactive display-based grid tests that measure each player’s agility level compared to Michael Jordan’s. Each Jordan Standard grid features a fine pixel pitch SiliconCore LED video wall and has its own audio zone, all of which is easily controlled with one Apple iPad Mini. The video was fed from an XBOX Kinect, managed by PCs in the central rack room, and then split into two for each LED display.

In addition, the Air Jordan store wanted a visual projector-based system to contribute to the aesthetic of the main level retail space. In collaboration with an experiential design firm, Diversified turned the space’s eight-foot tall windows into digital canvases by installing four custom-mounted Panasonic 8500-lumen DLP projectors in a portrait orientation. The solutions provider pixel-mapped the projection to separate the images for each window and integrated a dedicated BrightSign player to send content to each.

With immersive technology solutions in place, the store attracts clients for not only the products they sell, but more importantly, the brand experience they share.