byLarry EderNew Balance opens iconic store in Boston’s famous Copley square…we will be checking it out this weekend and update you on some of the innovations in the store!
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
(BOSTON, MA, April 13, 2012)
– New Balance announces today 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.”
A Creative and Engaging Brand Retail Experience
The ground floor, 2,500 square foot New Balance Experience Store fetures restored original brick walls, floor tiles, and rolling grill doors that reflects the brand’s 100 + year history while introducing innovative technology-based offering 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. A brand DNA ribbon on the store’s ceiling ductwork from the entrance to the back of the store takes the consumer through a chronological journey documenting the brand’s powerful past, present and future, using vitange and modern images that are consistent with other Experience stores. 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 key 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.
The
billboard content updates between rotations and is mixed multi-media,
comprised of video, photography, text and info graphics, ensuring that
this window that faces the street is lively
and engaging both day and night.
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 Lifestyle Area
showcases the brand’s fashion-forward and heritage running offerings.
The back wall of the store features a Fenway Area with a yellow replica
foul pole and imagery highlighting the brand’s
partnership with the Boston Red Sox. A 24-hour projection texture
mapping showcases product images and brand videos as well as real time
content through Klip.tv in the front and back of the store. A mobile
POS system works to keep store flow active.
New Balance Lawrence Manufacturing Live Feed
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 9:00 a.m. – 9:00 p.m., from 10:00
a.m. – 8:00 p.m. on Saturday, and 10:00 a.m. to 7:00
p.m. on Sunday. Please visit newbalance.com/BOS or http://www.facebook.com/
or follow NB Boston on Twitter: @NBBackBay.
About New Balance
New
Balance, headquartered in Boston, MA has the following mission:
Demonstrating responsible leadership, we build global brands that
athletes are proud to
wear, associates are proud to create and communities are proud to
host. New Balance is currently the only athletic shoe company that
manufactures footwear in the U.S. with 25% of our U.S. footwear
shipments produced at five New England facilities. The company
also operates a manufacturing facility in Flimby, U.K. New Balance
employs more than 4000 associates around the globe, and in 2011 reported
worldwide sales of $2.04 billion. To learn more about how New Balance
Makes Excellent Happen, please visit
http://www.newbalance.com.
