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greater group was instrumental in establishing New Balance’s first Lifestyle concept store in Japan. A dramatic departure from the familiar, this Lifestyle concept store is designed to cleverly transform on demand, and appeal to the performance-driven metropolitan consumers of Tokyo. greater group boldly translated their creativity and expertise to bring New Balance’s hybrid vision to life. The store, named “New Balance Roppongi 19:06”, features a simple and linear, yet contemporary design, revolving around the Japanese concept of “MA” – the consciousness of the void between two structural parts.