This store in Shanghai is the realisation of a concept to truly service the needs and desires of New Balance’s running community. The result is both a shop and a community hub, setting the stage for an ambitious expansion across China.

‘Simple’, ‘Crafted’ and ‘Human’ were the three anchors guiding the store's look and feel. Brinkworth developed a cohesive design language well-grounded in high-quality, considered materials. From tanned leather, smooth granite and warm timber to anodized aluminium and 100% recyclable flooring. By avoiding the use of welded joints and certain chemicals, all fixtures and finishes can be removed and easily broken down to single material constituent parts for easy reuse or recycling.

Zoned areas support deeper customer journeys
The flow of the store is divided into three zones, designed to feel welcoming and relevant for new and existing customers.

The Welcome zone begins at the façade, which features generous sash openings and uninterrupted views into the space, evoking communication and reinforcing a sense of openness. Within this zone, Brinkworth has designed a dedicated area for the brand's running community. Infrastructure built into the façade creates a comfortable gathering space for before and after runs.

The Connect zone is designed to understand and react to the needs of both customers and store teams. A large-format table defines the centre of this area, providing space to connect, gather and learn and can be used for product launches, community events or retail displays. More storage underneath doubles as extra display space and houses stools for informal gatherings.

The Fit zone towards the back of the store has been carefully designed for all service and guidance needs, changing rooms, lockers, amenities and expert advice stations are all built into the infrastructure, supporting interactive customer journeys through the store.

Ownable, flexible merchandising
The strong, cohesive identity throughout the walls and floors can be easily altered by the team as needed. A bespoke product display system offers fluidity in merchandising. Solid cedar midfloor benches work independently or in combination with perimeter accessories to display apparel, footwear and mixed merchandising.

A continuous plinth grounds the display and elevates the product, with the floor finish extending to create an ownable singular surface. A base-mounted, bespoke spigot system allows for a hardworking, flexible kit of parts to populate the perimeter and display products on the mid-floor plinths. The famous New Balance ‘N’ logo finds new functions in metal: as an anchor to the spigot system and as a branded fixing.

Brinkworth and New Balance aligned on a commitment to quality materials, detailed with care and craft, and an ambition to create an ownable space that stands apart from the field. The outcome is an inclusive space that invites people to connect with running at their own pace, echoing the brand's quiet confidence.