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New Balance Korea

Fashion & Apparel

greater group has been working closely with the American sports footwear and apparel company, New Balance, to design a number of flagship stores to be rolled out globally, the first of which was unveiled in one of South Korea’s busiest and most popular neighbourhoods, Gangnam. Targeted at the younger shopper demographic who dominate the brand’s customer scope in Korea, the flagship in Gangnam combines retail with engaging experiences like fitness classes and workshops.

The store stretches over three floors, with the first two levels being used for retail space and the third floor boasting with a flexible design to accommodate a variety of experiences and community events. The store exterior features the unmissable red New Balance logo, playing off against the three storey-high promotional visual material dressing the side of the building. At night, the brand presence is further accentuated amid the metropolitan buzz of Gangnam with the massive New Balance signage lighting up with an urban, futuristic appeal to effect.

New Balance Flagship

Gangnam, Korea
March, 2016
Level 1 - 200 Square Metres
Level 2 - 200 Square Metres
Level 3 - 200 Square Metres
Design

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