New Balance Opens Experience Store in Boston's Copley Square
Retail space celebrates the brand's 106-year heritage in Boston and distinction as domestic manufacturer
Posted Thursday, 19 April, 2012
From Ryan Lamppa, Running USA
BOSTON - (April 13, 2012) - New Balance has announced the opening of an Experience Store in its global headquarters city of Boston. 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 583 Boylston Street in Boston's Copley Square neighborhood, features unique artistic imagery, engaging digital technology elements and a live manufacturing feed that showcases the company's domestic manufacturing capabilities.
"We are excited to open New Balance Boston in our hometown that pays tribute to our heritage as a running brand, celebrates our current product innovation and maintains our high standard of retail excellence," says Rob DeMartini, chief executive officer and president of New Balance. "This store invites both residents and visitors to the great city of Boston to engage with our brand's story and experience the passion of our associates that is 106 years in the making."
The ground-floor, 2,500 square foot New Balance Experience Store features restored original brick walls, floor tiles and rolling grill doors that reflects the brand's 100+ year history while introducing innovative technology-based offerings amidst a distressed brick, wood and metal scheme and vibrant product and athlete photography. Functional design elements include shoe manufacturing tools and materials that are incorporated into the retail displays. New Balance Boston pays special homage to the spirit of the runner through race bibs and a map of the city's marathon that are imprinted in plaster as well as the "Running Since 1906" sign that is cast in the store's entryway. Artist and designer Nikole Nelson worked on several of the store's creative elements.
New Balance Boston utilizes RFID technology in the "Line Up" wall in the Innovation Area to deliver on-demand expertise and useful information through video content to aid consumers in product selection. A collection of eight digital screens encompass 'ON THE LINE', a video community billboard that showcases content designed to inspire, inform, engage and assist community locals and visitors within the spirit of the New Balance brand. Examples of content include Team New Balance athletes in action, New Balance Hubway bike availability, and behind-the-scenes views of how the brand crafts shoes in America.
New Balance Boston showcases the company's commitment to domestic manufacturing as the only athletic brand to continue to manufacture shoes in the U.S. through a live video feed from the company's Lawrence, MA manufacturing floor during work hours.
"We are extremely proud to be able to demonstrate the passion, skill and craftsmanship of our Massachusetts domestic manufacturing associates directly to consumers," says DeMartini.
New Balance marketing initiatives focus on energizing existing New Balance brand loyalists through engaging marketing activities such as marching band street teams and a New Balance Appreciation Day promotion in June with WEEI-AM. New Balance Boston is open Monday - Friday from 9:00am - 9:00pm, from 10:00am - 8:00pm on Saturday, and 10:00am - 7:00pm on Sunday. Visit www.newbalance.com/BOS or www.facebook.com/NBBackBay or follow NB Boston on Twitter: @NBBackBay.