Inside New Balance’s Remodeled Flatiron Flagship Store in NYC

New Balance has reopened its New York flagship store in the Flatiron district.

Located at 150 Fifth Avenue, the newly remodeled 2,200-square-foot store draws inspiration from the aesthetic of its Boston flagship. The company noted that the new store design marks a “pivotal moment” in its global retail evolution and will showcase locally inspired design elements that reflect the city’s unique energy and culture.

New Balance added that the reimagined space centers around an open area, which will consistently evolve to highlight the latest collaborations, events, launches, and activations. It is then further divided into dedicated zones for performance and lifestyle items. And from the street, the store’s facade has been opened up, flooding the space with light.

Stephanie Smith, vice president of retail for North America at New Balance, told FN that the new store design marks a “pivotal moment” in its global retail evolution.

“When we first opened our New York flagship store in Flatiron more than a decade ago, we knew this neighborhood represented the city’s energy and vibrancy – a destination where people come to discover, connect, and be inspired – making it the perfect backdrop for our reimagined flagship experience,” Smith said. “Today, this location allows us to bring the intersection of sport and culture to life in a way that feels uniquely New Balance, while putting our customer at the center in all aspects.”

This opening comes just months after New Balance took over the Corner Shop at Nordstrom NYC in May. Dubbed “New Balance @ The Corner,” the shop featured a curated selection of shoes, apparel and accessories for women, men and kids. Customers also had access to limited edition collaborations and customization opportunities.

The three-month pop-up kicked off with a “Grey Days” activation, a celebration of New Balance’s signature color. The shop then transitioned to “Found In New York” for June and July, and featured activations that highlight New York. June featured “In Bloom,” an experience with Brooklyn-based artist CJ Hendry and Brooklyn Grange Farm. And July introduced the “Subway Series,” a tribute to the interconnectedness of the five boroughs through sport and culture with a curated assortment of shoes and apparel.