LOS ANGELES
CHICAGO
LOS ANGELES
CHICAGO
LOS ANGELES
CHICAGO
SERIES BRAND STUDIO
CHICAGO // LOS ANGELES
LOS ANGELES
CHICAGO
@SERIES.STUDIO_
IG
hello@SERIESBRANDSTUDIO.COM
new balance flagship
BOSTON, MA
2025
client:
New Balance
WHERE:
Boston, London, Tokyo
A North Town Tigers Project
Flagship Retail Marketing Strategy
Creative Concepting & Storytelling
Design & Execution
WHERE:
Boston, London, Tokyo
what We did:
Storytelling at Retail
Our New Balance Flagship work is an exploration in authentic, integrated storytelling woven into all areas of the store. With a vision to showcase a premium brand that is at the intersection of sports and culture, we approached retail comms in a way that flowed naturally from the 4 distinct areas of the store, but helped unite the entire consumer experience through materials, textures and the use of graphic assets.
From antique brass and concrete to varsity-inspired wool flags and polished acrylics, to grey stained wood and textured embroidery, every element of the in-store marketing was used as a tool to share some aspect of the New Balance brand and product.
Every detail, intentional.
Curating brand moments.
+A viewfinder like you’d find at any major US landmark, overhauled uniquely for the brand and outfitted with a digital experience that updates with each marketing launch
+A 3D printed chess set with custom knight and king pieces inspired by the brand’s heritage
+A brand column which showcases a series of artifacts that tell the brand’s unique heritage story through photography and artifacts (including custom-cast shoe plaques)
+Embroidered lifestyle footwear wayfinding in small wooden frames, plus adjacent custom brass and acrylic frames with a vintage flair
+A museum-style gallery of athletes and artifacts that celebrate some of the best of the best in sport (both in ability and humanity)
+Custom-designed halo-lit graphic headers over curved metal and acrylic shoe menus, highlighting innovation and performance
+An frosted acrylic grid holding archived New Balance shoes that glows when light hits it
FOUR UNIQUE AREAS, ENDLESS DESIGN OPPORTUNITIES
We created over 400 unique marketing elements for each store that include brand stories, seasonal marketing fixtures and graphics, and more temporary product marketing for key moments.
Some of our favorites?
How much time to you have? We could go on and on and on...
It’s the physical manifestation of your brand’s identity
Flagship retail is not about the transaction. It’s the physical manifestation of your brand’s identity, vision, and personality. It’s where perspective, values, and craft become tangible. An elevated touchpoint that deepens connection with your customers.
Chris Davis, Brand President & Chief Marketing Officer at New Balance
It’s the physical manifestation of your brand’s identity
NEW BALANCE STAGES/ *COMING SOON*
