New Balance Opens New Concept in Beijing

Balance Athletic Shoe Inc. (Boston) has introduced its first Experience store in Beijing. The store is located on Qianmen Avenue, one of Beijing’s most famous and historical commercial streets. “We are excited about this new store model that pays tribute to our heritage, celebrates our innovation and sets a new standard of retail excellence within the global marketplace,” says Rob DeMartini, ceo and president of New Balance. “The New Balance Experience Store in Beijing allows consumers to engage with our rich brand story that is 103 years in the making.”

On the first floor of the two-level, 2000-plus square foot store, a nostalgic feel of the 1950s and 60s is created using materials that are worn and textured. Framed archival logos celebrate the brand’s history, along with vintage New Balance ads and brand paraphernalia dating as far back as 1910.

A DNA ribbon that extends from the first floor entrance up to the second floor takes the consumer through a chronological journey documenting the brand’s past, present and future. The brand’s more technologically based products are housed on the second floor, while an overriding gray and red color scheme connects the two floors.