Shanghai has just gotten a little dose of Boston on Huai Hai Road with New Balance’s
new Experience Store. The heritage Bostonian label opened its new
retail venture just two days ago, following the success of its first
Experience Store in Beijing. The Experience Store aims to synthesize
performance and lifestyle and promote a running culture in the Chinese
market. Through an offering of the entire extensive New Balance product
line– footwear, apparel and accessories for all seasons, ages, genders
and walks of life– Shanghai will be able to enjoy the complete New
Balance experience both in terms of lifestyle and high performance
technology, first hand.
While introducing New Balance’s unparalleled craftsmanship and
modern spirit is essential for growing a budding running culture in
Shanghai, the label also wants to focus on brand building and
recognition. This is achieved through the store design as well, as the
ceiling’s paranomic view unfurls the label’s legacy, present and
future, chronicling one hundred and four years of New Balance’s history
as a beautiful, comprehensive winding display.
Taking a step away from products, the new Experience Store, as its
name suggests, is very much about human experience and connection. This
year, the store will be holding a “6km Run” in six major cities in
china and will be purveying a variety of activities for runners of all
levels, taking the sport off a daunting pedestal and bringing them
closer to people. Check out the opening recap and take a closer look at
the new store that is now up and running in Shanghai.
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