New Balance Store at Westfield London

New Balance launches a fresh retail concept built to put people, not products, at the center of the consumer experience. Designed around central seating gestures, the store aims to encourage customers to convene, draw inspiration from each other, and find their authentic style.

The concept will include an edited assortment of merchandise as well as visual storytelling to accompany select products, highlighting the makers and origins behind them, illuminating New Balance at the intersection of sport and culture. The selection of footwear and apparel will be curated so both an elite athlete and a fashion influencer can each envision their next great moment, side by side.