Today, at 2:00 P.M., New Balance will be opening its first U.S. Global Flagship Store at Boston Landing. The store will host a new retail experience rooted in performance, innovation and telling the story of New Balance’s 110-year heritage.
The 6,566 square-foot store offers a unique consumer journey within an immersive and interactive brand experience, including the Made.Boston demonstration and shoe assembly area. The store employs 20 associates, including three Shoe Ambassadors to host the Made.Boston area and provide tours.
Entering the store, shoppers are surrounded by a large running impact display, communicating the brand’s authentic running heritage and showcasing premium head-to-toe performance running looks for men and women. Digital screens, including two large, curved screens descending from the ceiling, feature dynamic visuals of elite Team NB athletes such as Trayvon Bromell and Emma Coburn, as well as images and videos that inspire and convey movement. Other areas in the store feature women’s training and studio products, baseball, tennis, and soccer footwear and apparel, lifestyle footwear and apparel, and kids’ footwear.
At the Made.Boston demonstration and shoe assembly area, you now have a front row seat as limited edition 574’s are made right before your eyes, showcasing the company’s commitment to domestic manufacturing. Shoes will go through the final steps in the assembly process within a cylindrical, glass-walled room, as Shoe Ambassadors describe the process and answer visitors’ questions in a theatrical spin on the typical manufacturing process. The shoe’s uppers, which are assembled and sewn in New Balance’s Lawrence, Mass. factory, are steamed, adhered to the soles, cleaned up and boxed for consumers to purchase and take home that day. Shoes are made to order based on size, and consumers have three colorways to choose from, each inspired by the brand’s heritage in running as well as the flagship store itself and the New Balance global headquarters at Boston Landing.
The ribbon cutting ceremony will be followed with the store’s official opening to the public. The New Balance Flagship Store is located at 140 Guest Street in Brighton, Mass.
