For the launch of the first female Jordan capsule collection, Milan was selected for its arts heritage and its passionate design community, along with one of the city's most iconic museums: Museo del Novecento. With a custom graphic identity, a series of partnerships with local fashion designers, stylist and creatives, digital and physical outputs, House of Jumpman came to life during Milan Women Fashion Week 2020.
Museo del Novecento treasures the most forward-looking Italian movements of the twentieth century. Championing Milan as the main center of activity and inspiration, the cultural landmark opened its halls for Jordan brand to launch its mold-breaking streetwear collection, the first designed specifically for women. Different areas of the museum hosted an immersive space, where a succession of experiences throughout the day welcomed more than a thousand guests and creatives.
The one-day long event hosted several female protagonists, from a panel talk to an interactive accessory building workshop with Gilda Ambrosio and Giorgia Tordini from The Attico, immersive audiovisual apparel hub curated collection installations, an evening aperitif with live performances featuring a circulation of Milan's street cast models flanking Jordan athlete Nausicaa Dell'orto and accompanied by the modern melodies of violinist and sound designer Daria Fisher, followed by a DJ set with Berlin's Bambii uniting the essence of the Flight Utility capsule with the presence of this vibrant Jordan community and international guests.
Visitors were guided to discover the collection through an audio guide experience, an immersive sound environment to invite them inside the energy of the collection and into a multidimensional soundscape, echoing points of view are spoken directly from the heroes to the first-hand contact and impression of the collection. A seamless track unveiled insights about the pieces and personal stories to elevate the experience.
Jordan community, Nike Members, local design students, and international guests came together to participate in a hands-on accessory building experience by upcycling waste from the basketball world and experimental styling directly on to pieces from the Flight Utility Capsule Collection.
House of Jumpman Milan’s local identity and branding was a modern tribute to minimalism and iconic Italian graphic design. In partnership with The Attico, an exclusive seeding introduced the Air Jordan 1 Mid Milan to artists, creatives and designers all over the world. The unboxings went live during Milan and Paris Fashion Weeks.