As part of its plan to open as many as 1,000 stores in China before 2012, New Balance will unveil its first Experience Store in Beijing on Saturday.
Designed to showcase the brand’s 103-year-old heritage, the 2,000-square-foot store’s first-floor decor features a worn-in leather couch, framed vintage logos, ads and other paraphernalia dating from the early 20th century. A ribbon extending from the main entrance upstairs to the decidedly more modern second-floor highlights the brand’s milestones. Audio, visual and olfactory touches such as the oak scent of a mid-20th century shoe store are used in different areas throughout. The store carries both New Balance footwear and the entire apparel collection.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"