New Balance Opens ‘Experience Store’ in NYC
New Balance, like Ann Taylor and Madewell, recently opened a concept store in the trendy Flatiron District. “We are excited to open this store in New York City that pays tribute to our heritage and spirit, celebrates our innovation and continues the high standard of retail excellence we established two years ago with our first-ever New Balance Experience Store in Beijing,” says Rob DeMartini, chief executive officer and president of New Balance. The 4,000+ Square foot, located at the corner of Fifth Avenue and 20th Street, is North America first-ever “Experience Store.”
The store is definitely an experience. At the opening party, which included appearances from notables personalities like Molly Sims and Katharine Mcphee, attendees previewed the activities that shoppers will experience at the store. First, there’s a real-life and functioning sneaker assembling station visible through the glass-enclosed area. Using seasoned workers from the company’s Skowhegan, Maine manufacturing facility, New balance plans to assemble 880 running shoes with additional models forthcoming. What’s more each sneaker assemble at the store will include an ‘Assembled in NYC’ drawstring bag which will be stamped with the date made and edition number. Secondly, the store also a Mondo two-lane running track; lastly there’s a 60 foot DNA ribbon that raps around parts of the store and will feature images chronicling the company’s rich heritage.