One Brand, Many Markets
New Balance engaged greater group to support a multi-country store programme that protected brand consistency while allowing local relevance. The work included flagship and standard formats across key cities and regions, with each site required to reflect the brand’s performance heritage while improving customer navigation, product storytelling, and on-floor experience.
Heritage, Localised, Repeatable
A scalable global store design framework was applied to guide planning, zoning, and core brand touchpoints, while market-specific adjustments were introduced to reflect local preferences. Store environments were developed to maintain a strong heritage connection, with the Roppongi concept being shaped around Japanese design principles to support a lifestyle-led expression. Consistency across the wider programme was maintained through disciplined design standards and repeatable decision-making.
Flagships With Local Relevance
32 stores were delivered across 16 countries, including more than 15 flagship locations, strengthening brand presence in major retail markets. Each location balanced consistency with local nuance, supporting clearer customer journeys and more immersive storytelling. The award-winning Roppongi lifestyle store became a standout benchmark, signalling a successful shift into a more lifestyle-oriented retail format while remaining anchored in brand heritage.
