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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

New Balance Preview Echoes Shoe Design With Honeycomb-Shaped Displays

Rose Chevalier
June 1, 2012

On Wednesday, New Balance invited editors from various publications to preview its fall collection at Studio 580's Black Loft between 2 and 8 p.m. As in previous years, the Boston-based footwear company tapped MKG to produce the event, this time looking for a showroom-like experience in the blank space. To deliver this concept, the experiential agency employed laser-cut wall units shaped after the netting details from the new shoes, structural elements that could be opened and lifted to reveal products and promotional posters.

"The idea was to build a platform to showcase the shoes in a three-dimensional way, and to [bring them] to life, not only by showcasing the actual shoes, but also showing the dimensions of the shapes [found] on the shoes," said MKG event producer Ashley Morris.

Inside Studio 580, New Balance previewed its fall collection to editors. Inspired by the new line, designers built laser-cut wooden structures to emulate the netting details in the shoes. Each wall unit contained shelves to house the various shoes and other products.
Inside Studio 580, New Balance previewed its fall collection to editors. Inspired by the new line, designers built laser-cut wooden structures to emulate the netting details in the shoes. Each wall unit contained shelves to house the various shoes and other products.
Photo: Nadia Chaudhury/BizBash
The interactive displays could be lifted and opened to reveal the products and promotional posters. Brightly colored decals on the walls marked the different areas and identified each product by name.
The interactive displays could be lifted and opened to reveal the products and promotional posters. Brightly colored decals on the walls marked the different areas and identified each product by name.
Photo: Nadia Chaudhury/BizBash
Within the venue, three separate spaces formed mini showrooms. One area was used to showcase the new workout gear, which was displayed on racks and mannequins.
Within the venue, three separate spaces formed mini showrooms. One area was used to showcase the new workout gear, which was displayed on racks and mannequins.
Photo: Nadia Chaudhury/BizBash
In the 'running' room, editors got a glimpse of the collection's new ad campaign, which has yet to launch.
In the "running" room, editors got a glimpse of the collection's new ad campaign, which has yet to launch.
Photo: Nadia Chaudhury/BizBash
The netting motif carried through to other parts of the decor, including the decal used on the bar.
The netting motif carried through to other parts of the decor, including the decal used on the bar.
Photo: Nadia Chaudhury/BizBash
As a nod to the brand's newest sustainable collection, New Sky, and to showcase the recycled nature of the shoes, producers built table-like structures made from recycled water bottles.
As a nod to the brand's newest sustainable collection, New Sky, and to showcase the recycled nature of the shoes, producers built table-like structures made from recycled water bottles.
Photo: Nadia Chaudhury/BizBash
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