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Working together closely with New Balance’s creative director in Hong Kong as well as the retail team in Boston, greater group’s Asia Design Team took New Balance’s century-long heritage and transformed this multi-level space in the heart of Shanghai into the brand’s ultimate retail experience. The two-level, 1500sqm flagship store houses an innovative and striking concept that represents the brand’s distinctive global brand DNA in Shanghai. Targeting the fashion-forward athleisure market in China, the design of the store fortifies a journey through of the brand’s past, present and future.