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Given its goal of helping athletes in their pursuit of excellence, shoe and apparel manufacturer New Balance looked to ensure its in-store experience matched this internal belief. The company chose us to create and execute dynamic digital content that both inspired and reinforced this commitment to anyone entering a physical location.
Headquartered in Greater Boston, New Balance already experienced international recognition as a brand, but wanted to elevate its in-store experience to compete better with Nike and Adidas. They reached out to us to help them reimagine the standard in-store signage they had used for years, creating an entirely new experience that matched where they were heading as a company.
New Balance had an extensive library of still photography and video assets from catalog and commercial shoots, but the assets were almost exclusively horizontal. The flagship store in Brighton planned to install a wide array of digital screens that required vertical content. While their internal digital department was still in its infancy, they engaged us to help translate their content in a way that felt natural and intentional for the new vertical format.
Beginning with the Brighton flagship, we worked with the New Balance team to create, deploy and manage a library of both product-specific and brand-centric digital content that would eventually be used across their expanding flagship network. Stores in San Francisco, London and Milan implemented assets from this library to bring each space to life. Each store was unique, and the digital content was designed and managed in a way to match each particular experience.
One of the most thrilling installations was the flagship store in Seoul, South Korea. Located in the Gangnam shopping district, Seoul’s “Beverly Hills,” this store had a 60′ facade with six ribbon LED screens running from top to bottom. In close partnership with both domestic and international New Balance teams, we created a spectacular digital facade experience that truly amazed.
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