CITY FLAGSHIP

2025 - PRESENT

GLOBAL STORE DESIGN CONCEPT / ROLLOUT | DESIGN SUPPORT

Partnering with Universal Design Studio to redefine the traditional flagship model, this retail vision positions New Balance at the intersection of sport and culture. The City Flagship concept gives equal weight to immersive storytelling and commercial performance, translating four core brand principles—Show Don’t Tell, Craftsmanship as a Pursuit, Find the Together in Sport, and Sport and Culture—into a scalable, premium brand experience. Designed with a highly adaptable framework, the concept prioritizes structural flexibility, operational efficiency, and high‑impact narrative moments. By capturing the essence of New Balance as instigators, makers, and innovators, this versatile environment enables the brand to bring its vision to major global cities with absolute clarity, consistency, and creative energy.