New Balance announces today the opening of its first North American Experience Store in New York City’s Flatiron District. Celebrating the global brand’s past, present and future, New Balance proudly highlights its century-plus heritage and product innovation to bring its brand retail experience to life. The store, located at the corner of Fifth Avenue and 20th Street, features a Mondo running track and a unique Demonstration Area where New Balance associates showcase the company’s domestic manufacturing capabilities.
The store is purposefully cross-merchandised to offer head-to-toe brand looks for consumers. The Innovation Area features the brand’s newest innovative performance product while the Look Book Wall showcases the brand’s lifestyle offerings. 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 through Klip.tv in four distinct areas of the store.
The New Balance Demonstration Area
New Balance New York will showcase the company’s commitment to domestic manufacturing as the only athletic brand to continue to manufacture shoes in the U.S. through a Demonstration Area in the front of the store. Behind a glass-enclosed space, a seasoned New Balance associate from the company’s Skowhegan, Maine manufacturing facility will assemble 880 running shoes and additional models to be determined in the future. Each pair will be sold in an ‘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, MA manufacturing floor during work hours. “We are extremely proud to be able to showcase the passion and skill of our domestic manufacturing associates directly to consumers for the first time through this Demonstration Area,” says DeMartini.
New Balance New York is open Monday – Saturday from 10:00 a.m. – 8:00 p.m. and from 11:00 a.m. – 6:00 p.m. on Sunday.
Learn more about New York fashion and footwear at the Fashion Industry Incubator website.