Inside the new Experience Store in Barcelona
01 Oct. 2013
New Balance opens Experience Store in Barcelona
New Balance, the global footwear and athletic brand, has opened a new Experience store in Barcelona, the first store of its kind in Europe after openings of similar concept stores in Beijing in August, New York City in 2009 and 2011, and in Boston in April, 2012.
The new 375sqm Barcelona store is engineered to reflect the heritage and prestige of the brand’s 107 year history, while offering its aficionados the widest and latest range of New Balance footwear and apparel. Alan Hed, executive vice president, New Balance International, commented: “We are delighted to open our Experience store here in Barcelona, which is already becoming a meeting place for runners and New Balance enthusiasts alike and provides a strong retail footprint for New Balance through innovation, craftsmanship and authenticity.”
In line with New Balance’s passion and expertise in running, the store, located in the stylish street Rambla De Catalunya, is themed around performance and resembles a stadium, track and arena, with the grit of an urban environment. The store has a modernist façade and an impressive interior, all of which was designed by New Balances’ in-house design team according to a concept that augments the original fabric of the building and celebrates the brand’s passion for craftsmanship and creativity.
The store will be home to a number of New Balance collections, from its range of performance running shoes, to lifestyle models including sought after ‘Made in the UK’ and ‘Made in the USA’ collections, and a new range of stylish lifestyle apparel. It will also offer an exclusive Barcelona edition of the iconic 991 Made in the UK shoe to compliment the official launch celebration.
The store further reflects New Balance’s proud history, from its beginnings in 1906 to the present day, through a New Balance DNA ribbon which stretches throughout the store. The ribbon uses vintage and modern images and incorporates everything from New Balance’s history, from manufacturing to its current technology-led ‘Runnovation’ campaign.
New Balance plan to open more Experience Stores worldwide, soon.
Sneaker wall inside the new store
Maria Cristina Pavarini
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