A Close-Up Look at Terminal 23 by Jordan Brand

To commemorate the launch of the Melo M10 sneaker, Jordan Brand built a unique consumer space

By
Footwear Fashion
35,748 Hypes 0 Comments

To commemorate the launch of the Melo M10 sneaker, Jordan Brand built a unique consumer space dubbed Terminal 23 in the once famous Cafe Rouge just across the street from Madison Square Garden at New York’s Hotel Pennsylvania. A favorite among Manhattan socialites during the better half of the 20th century, the enormous ballroom was thoughtfully renovated to fit a full-length basketball court with some of its original architecture still intact. What’s more is that behind one of its baselines there’s a small theater-like section that constantly loops Carmelo Anthony’s #RiseToTheMoment campaign series starring comedians J.B. Smoove and Chris Distefano. There’s no word on whether or not Terminal 23 will be a permanent New York flagship, but it has been confirmed that the indoor court will be available to local youth programs for the next few months.

Read Full Article

Join Our Discussions on Discord

The HYPEBEAST Discord Server is a community where conversations on cultural topics can be taken further.

724 Users Online

What to Read Next

Stan Smith on the Enduring Legacy of His Signature Shoe
Footwear Fashion

Stan Smith on the Enduring Legacy of His Signature Shoe

To coincide with yesterday’s relaunch of the iconic Stan Smith sneaker, adidas kick-started a video

adidas Originals 2014 Spring/Summer ZX FLUX Collection Preview
Footwear Fashion

adidas Originals 2014 Spring/Summer ZX FLUX Collection Preview

adidas Originals may have only just taken the wraps off its upcoming ZX FLUX silhouette but it

DOOM Sells Custom Rings & 'Operation: Doomsday' Cassette Box Set
Music 

DOOM Sells Custom Rings & 'Operation: Doomsday' Cassette Box Set

Ever wanted to own you very own DOOM mask? Here’s your chance, sort of. The enigmatic rhymesayer


Jeftuz - My Love
Music 

Jeftuz - My Love

In support of his upcoming instrumental compilation The Dutch, Jeftuz delivers the project’s second

Dsquared² 2014 Fall/Winter Collection
Fashion

Dsquared² 2014 Fall/Winter Collection

During this year’s Milan Fashion Week, Dan and Dean Caten of Dsquared² presented a stellar

Herschel Supply Co. 2014 Spring/Summer Video
Fashion

Herschel Supply Co. 2014 Spring/Summer Video

Herschel Supply Co. presents its Spring/Summer 2014 collection with a new video lookbook. Taking us

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Help us serve you better

We appreciate your support in allowing HYPEBEAST ads, where we can share contents from the latest fashion, to those culturally relevant. In adding HYPEBEAST to your ad blocker's whitelist, ads on our sites will show while you continue to browse.