The latest New Balance project blurs the line between lifestyle and performance. Global retail design and build agency greater group came away with the Retail Award during the Hong Kong Business International Business Awards 2017. The program recognised the firm’s innovative handling of New Balance’s pioneering lifestyle concept store in Japan named “New Balance Roppongi 19:06”.
Located in the Roppongi district of midtown Tokyo, the store opened its doors to performance-driven metropolitan consumers on May 19, 2017. A drastic change from the traditional, it features simple, linear, and contemporary aesthetics that can easily be transformed into an event or product launch space via mobile wooden podiums.
The store was built around the Japanese concept of “MA” – the consciousness of the void between two structural parts. Strategically placed lights create separation between the ceiling and the walls, while wooden walls and sharp concrete flooring provide contrast representing raw performance.
New Balance Roppongi 19:06 will carry the brand’s state-of-the-art apparel, footwear and limited-edition items. To date, greater group has worked closely with New Balance in delivering 75 global store projects, to date.
“It is important to work with the best people internally and externally. greater group is an extremely important partner to New Balance, and the strong relationship continues with 75 global store projects delivered to date. The teams at greater group bring a level of speed and creativity, balanced with fiscal responsibility that enables us to achieve things we could not have on our own,” comments Bob Neville, New Balance Global Retail Creative Director, on the partnership.