New Balance X END.

New Balance, in collaboration with END. clothing, were looking to create a distinct consumer moment that would celebrate the 40 years of the Made in U.K collection and the Flimby factory where the products are made. The aim was to engage with their local community as the new store opened in Manchester.

IPOS Design created the narrative of “The Before, Breaking and Beyond”, a space which shone a light on:

The Past – offering consumers an opportunity to see archived products and collector pieces, up-close and to gain an insight into the thinking, process and provenance of New Balance MiUK range.

The Present – a dedicated zone for consumers to interact with the latest products on offer.

The Future – a space that captures the consumer imagination and offers the opportunity to host a dedicated talk on launch night.

Early render of the “Before, Breaking and Beyond” concept

After all parties approved the concept, IPOS Design managed the production and installation of the activation zone, as well as the curation of the historic pieces.

The modular pod system was introduced as the Aluminium box section was sympathetic to the store’s interior but also added flexibility to help direct the viewer around the space and helped communicate the campaign story.

During the time that the installation lived in the space, there were multiple marketing activities that added to the customer experience. Both online interviews and in-store talks were based around one of the key designers of the MiUK range, Sam Pearce. To read the full “writing the future of New Balance MiUK’ interview, visit the END. feature page here.