FIRST PLACE: “New Balance NYC Marathon Pop-up”

2025 INTERNATIONAL VISUAL COMPETITION AWARDS

Temporary/Pop-Up Retail Space

TAKING OVER COACH’S space for a dynamic pop-up event, the two-story New Balance NYC Marathon Pop-Up was bursting with interactivity, curated apparel and gear, storytelling moments highlighting the brand’s past, community engagement opportunities and Instagrammable moments.

“The design directive was clear: Create a space that celebrates the spirit of the marathon while inspiring movement and community,” says Azadeh Sharifnia, Sr. Manager Wholesale Visual Merchandising, New Balance. “From a custom shoelace chandelier to an immersive infinity mirror and real-time test run stations, every element was crafted to energize, engage and elevate the runner’s journey,”

A custom shoelace chandelier energized and elevated the entrance to New Balance’s pop-up experience.

Advertisement

Organized into different settings that encouraged customer exploration and flow, the pop-up was defined by large-scale graphics and an energizing atmosphere. Several touchpoints, like a customization area allowing shoppers to personalize their New Balance apparel and a running track where visitors could try out New Balance shoes IRL, provided ample engagement. The retailer also collaborated with Feet Fleet, a running shoe brand, enhancing customer reach and providing added value.

“The space featured several standout design elements that brought the concept to life. A dramatic shoelace chandelier greeted visitors upon entry, made possible by the generous ceiling height.
A large-scale infinity mirror created a sense of motion and depth, and a detailed map of the marathon route anchored the storytelling,” says Sharifnia. “Upstairs, we offered test shoes for runners to try on real Central Park miles, complete with lockers for storing personal items – blending utility with experience.”

PHOTO GALLERY (11 IMAGES)
📷: RICHARD CADAN