Shanghai has just gotten a little dose of Boston on Huai Hai Road with New Balance's new Experience Store. The heritage Bostonian label opened its new retail venture just two days ago, following the success of its first Experience Store in Beijing. The Experience Store aims to synthesize performance and lifestyle and promote a running culture in the Chinese market. Through an offering of the entire extensive New Balance product line-- footwear, apparel and accessories for all seasons, ages, genders and walks of life-- Shanghai will be able to enjoy the complete New Balance experience both in terms of lifestyle and high performance technology, first hand.
While introducing New Balance's unparalleled craftsmanship and modern spirit is essential for growing a budding running culture in Shanghai, the label also wants to focus on brand building and recognition. This is achieved through the store design as well, as the ceiling's paranomic view unfurls the label's legacy, present and future, chronicling one hundred and four years of New Balance's history as a beautiful, comprehensive winding display.
Taking a step away from products, the new Experience Store, as its name suggests, is very much about human experience and connection. This year, the store will be holding a "6km Run" in six major cities in china and will be purveying a variety of activities for runners of all levels, taking the sport off a daunting pedestal and bringing them closer to people. Check out the opening recap and take a closer look at the new store that is now up and running in Shanghai.