New Balance Experience store makes U.S. debut
New York City -- New Balance has opened its first North American Experience Store, in New York City's Flatiron District. The approximate 4,000-sq.-ft. space is designed to reflect the heritage and spirit of the century-old brand.
The decor features restored original brick walls and floor-to-ceiling columns and pays homage to New Balance’s signature grey while introducing modern day technology-based offerings amidst an evolved red and grey color scheme and vibrant product photography. A two-lane Mondo track runs along one of the store’s perimeter walls and features a sunken-in treadmill for gait/form analysis. A 24-hour projection texture mapping showcases product images and brand videos, as well as real time brand content in four distinct areas of the store.
The store emphasizes the company’s commitment to domestic manufacturing (New Balance is the only athletic brand to continue to manufacture shoes in the United States). Behind a glass-enclosed upfront space, a New Balance associate from the company’s Skowhegan, Maine, manufacturing facility will assemble the No. 880 running shoe. Each pair will be sold in a special ‘Assembled in NYC’ drawstring bag stamped with the date made and edition number. The store will also host a live video feed from the company’s Lawrence, Mass., manufacturing floor during work hours.