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Brand Experience

New Balance

Using play and discovery to bring NB Kids to the Asia-Pac retail market.

Touch. Feel. Interact. Play. Delivering an Interactive NB Kids Experience

Elevating New Balance’s global Kids’ business and retail presentation using interactive product PLAY and DISCOVERY as a competitive advantage (shopping for me). The experience was designed to to speak to two relevant consumers – parents looking for a quality fit experience for their children and toddler/preschool kids ages 0-6. Interactive play is a cornerstone of the experience with product discovery through fit, style and movement. The experience kit of parts is flexible to accommodate kids of different ages.

Elevating NB Kids Globally

The first store opened in Shanghai, China, followed by a concept roll out in the Asia-Pac target market.

The design successfully elevates the NB Kids environment by creating an extension of the brand and also tailoring it to create a compelling experience for the target consumers. – NB Kids Global Business Unit Leader

I’m not aware of any other brand with a similar concept.. We will make a bold statement as we start to convert prior Kids stores. – NB EVP International


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