New Balance

Boston Experience Store

How do you deliver digital content at retail in ways that bring value to the shopping experience? For New Balance, this meant building out a set of connected experiences for the brand’s Boston flagship store. To us, the natural extension of responsive content and displays was to bring the content and tools developed for digital channels into the retail sales environment in unexpected ways.

Together, we conceived of and constructed an RFID-powered shoe wall in the store located in the heart of Boston’s Copley Square. Shoppers triggered product and brand content on nearby screens by picking up shoes, conveying the design intent and specifications of each. A series of screens directed down Boylston Street toward the finish line of the Boston Marathon cycled through real-time social and brand content, connecting the running activity of an entire city to the goings-on inside the store.

The New Balance retail and development teams gave us unprecedented access to the build-out of the store, informing both our technology decisions and the design of the physical implementation of these experiences. The resulting installations garnered attention from PSFK in their Future of Retail Report and drove strong engagement in the brand’s hometown flagship.