Turning Jordan's Block23 in Shanghai into a Traditional Chinese Medicine clinic built for BMX riders
Cheng Mai Tang
As part of Nigel Sylvester's Brick After Brick campaign, Jordan wanted to connect with Shanghai's local BMX community and build real excitement around the campaign's limited product collection, not through another activation, but through something the community would actually recognize as theirs.
Every BMX rider knows crashing isn't an accident, it's routine. Scrapes, sprains, bone bruises, even a rattled sense of confidence come standard with the sport. So instead of celebrating the tricks, we built something for the part nobody markets: recovery, and the stubbornness it takes to keep getting back on the bike.
We turned Jordan's Block23 into Cheng Mai Tang (承脉堂), a Traditional Chinese Medicine clinic built for BMX riders.
Six stations walked the line between both worlds: pulse diagnosis and real advice from a TCM doctor, an osteopathy room, a recovery station treating rider and bike maintenance as the same ritual, an interactive medicine cabinet where visitors built their own herbal sachets, and an herbal tea bar with a wink, one blend for clearer eyesight, one for the morning after a long night.
The name carries three layers, to inherit and carry forward (承), the pulse and flow of the body (脉), and the traditional word for a clinic or pharmacy (堂).
The visual system blended TCM motifs, prescriptions, rice paper, with youth-culture graphics, built with designers Desiree Niu and Qiong Ye alongside Ugly's Echo Sheng.
Nigel Sylvester opened it in person, with public access over the following two days.
"What unfolded inside these walls was one of the most thoughtful brand experiences to hit the city in recent history."
Radii
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