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  1. Production & Strategy
  2. Strategy

New Balance Launches Sustainable Shoe Line With Rooftop Beer Garden Party

Anna Sekula
July 20, 2011

With the proliferation of beer gardens in the city, it's no surprise brands have picked up on the trend. On July 13, New Balance took to 620 Loft & Garden for a launch that featured brews and light fare. The Boston-based footwear company hosted the event at the indoor-outdoor venue to introduce editors to its latest line, a collection of lightweight shoes, dubbed NewSky, made from recycled polyethylene terephthalate—the kind of plastic used in soda bottles—and served organic microbrews to underscore the product's eco-friendly concept.

Designed and produced by MKG, a couple of whimsical touches kept the evening gathering relatively informal. On the short cocktail tables beside the white-cushioned chairs dotted around the open-air garden, shoes held small floral arrangements, while a topiary in the shape of New Balance's logo and NewSky's branding decorated the pool area. And rather than pass beer from behind a main bar, the producers created small stations emblazoned with the collection's tagline "Reduce, Reuse, and Recycle" for waitstaff to serve the products from three local brewers.

Creative Edge supplied the bites for the affair, using white trays decorated with beds of pea shoots to pass hors d'oeuvres like lime-cured salmon with cedar-pressed black rice and micro wasabi greens, vegan banh mi, and sheep's milk ricotta bruschetta with Valencia oranges and truffle honey.

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Photo: Jika González for BizBash
As a nod to the new sustainable collection, the event's producers branded 620 Loft & Garden's focal point, placing a topiary in the shape of New Balance's logo by the fountain and the lettering used for the NewSky line at the bottom of the pool.
As a nod to the new sustainable collection, the event's producers branded 620 Loft & Garden's focal point, placing a topiary in the shape of New Balance's logo by the fountain and the lettering used for the NewSky line at the bottom of the pool.
Photo: Jika González for BizBash
Displays of the shoes lined both sides of the pool.
Displays of the shoes lined both sides of the pool.
Photo: Jika González for BizBash
As a tongue-in-cheek way to decorate the event, MKG used shoes instead of vases to hold floral arrangements.
As a tongue-in-cheek way to decorate the event, MKG used shoes instead of vases to hold floral arrangements.
Photo: Jika González for BizBash
Rather than pass them at the bar, waitstaff poured beers from local breweries at small stations spread throughout the space.
Rather than pass them at the bar, waitstaff poured beers from local breweries at small stations spread throughout the space.
Photo: Jika González for BizBash
Three types of beer were on the menu, Long Island-based Blue Point Brewing Company's Summer Ale, Brooklyn Brewery's Brooklyn Lager, and Bengali Tiger, an India pale ale from Red Hook's Sixpoint Craft Ales.
Three types of beer were on the menu, Long Island-based Blue Point Brewing Company's Summer Ale, Brooklyn Brewery's Brooklyn Lager, and Bengali Tiger, an India pale ale from Red Hook's Sixpoint Craft Ales.
Photo: Jika González for BizBash
Using the venue's outdoor space, New Balance invited editors to check out the new collection in a relaxed setting, with white cushioned chairs dotted around and a selection of nibbles, cocktails, and beer.
Using the venue's outdoor space, New Balance invited editors to check out the new collection in a relaxed setting, with white cushioned chairs dotted around and a selection of nibbles, cocktails, and beer.
Photo: Jika González for BizBash
Passed on trays covered with a bed of pea shoots, hors d'oeuvres from Creative Edge included chicken summer rolls, Tuscan grilled lemon shrimp with a white bean mousseline, and vegan banh mi.
Passed on trays covered with a bed of pea shoots, hors d'oeuvres from Creative Edge included chicken summer rolls, Tuscan grilled lemon shrimp with a white bean mousseline, and vegan banh mi.
Photo: Jika González for BizBash
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