New Balance at The Corner, Nordstrom NYC
Rosie Lee CreativeClent:
New Balance
Team:
Russell Clayton
James Nelson
Maddalena Gioglio
Our brief was to honour the brand’s iconic use of grey, while introducing a fresh take focused on craftsmanship and style. We made full use of Nordstrom’s vast windows, wrapping them in a bold monochromatic hoarding and framing key products in LED tube lighting, set on reflective steel plinths.
Inside, visitors were welcomed by a large LED screen launching the campaign. Key looks were set within concrete panels, tying product to the urban inspiration behind New Balance’s signature grey.
A flowing steel wall ran through the space, bending light to reveal subtle tonal shifts—acting as both backdrop and feature. The central table displayed the footwear range using concrete blocks for elevation, and a grey-washed birchwood top to reinforce the crafted story.
We introduced plants, ceramics, and books to soften the palette and add texture without breaking the monochrome theme. A rich wooden cabinet showcased the Made In USA collection, bringing warmth and a nod to heritage.
A customisation station offered visitors a hands-on way to engage, and the space was designed to flex for activations throughout the season.
Having authored the brand’s retail guidelines, we were able to bring them to life in two ways: campaign-led for Grey Days, and brand-led for the core space that followed.