New Balance has announced the opening of its first ever Experience Store in Beijing’s Qianmen Avenue. Celebrating the brand’s past, present and future, New Balance proudly showcases its century-long heritage to bring a completely new brand retail experience to life.
The two-floor 2000+ square foot New Balance Experience Store is located in Beijing’s famous Qianmen Avenue. Qianmen Avenue is one of the most historical commercial streets in Beijing, with more than 500 years of history. That New Balance has chosen Qianmen Avenue as the location for its first ever Experience Store is no coincidence. In this new endeavor, New Balance continues to lead in innovation while remaining firmly rooted in the heritage of its past.
The first floor’s décor is inspired by New Balance’s heritage with a nostalgic feel harkening back to the 1950s and 60s. Using materials that are worn and textured, the store’s first level is dedicated to the brand’s rich history, complete with framed archival logos, vintage New Balance ads and various brand paraphernalia dating as far back as 1910.
A DNA ribbon which extends from the first floor entrance all the way to the second floor takes the consumer through a chronological journey documenting the brand’s rich past, present and future. The detail in the overall store design is further complimented by audio, visual and olfactory experiences throughout the store including the unique smell of oak reminiscent of a shoe store’s scent from the mid-20th century.
The environmental ambiance of the second floor is consistent with the first floor, paying homage to the brand’s signature grey while introducing the brand’s modern day technology-based offerings amidst an evolved red and grey color scheme.