Performance

							                                                                           New Balance’s new store design
                                                                           New Balance’s new store design




Spotlight on
                                                                             has an open, modern look and
                                                                             has an open, modern look and
                                                                                uses sustainable materials
                                                                                uses sustainable materials
                                                                              throughout; graphic panels,
                                                                              throughout; graphic panels,
                                                                                        below, are printed
                                                                                        below, are printed
                                                                                  on recycled chipboard.
                                                                                   on recycled chipboard.




Performance
      By Marianne Wilson                                         brand and a lot of technical innovation
                                                                 goes into the product,” Marchand
        thletic footwear and apparel                             said. “We wanted that to be reflected

A       maker New Balance has un-
        veiled a new store design that
underscores its performance-innova-
                                                                 in our stores.”
                                                                    The design helps drive New Bal-
                                                                 ance’s performance message home by
tion technologies and product offer-                             merchandising product according to
ings while incorporating sustainable                             category or athletic activity. In anoth-
materials.                                                       er switch, footwear and complemen-
   “One of the things we worked on                               tary apparel for each category are
with the design was lowering our                                 merchandised together.
environmental impact,” said Kirsten                                 “The layout allows us to celebrate
Marchand, store planner, New Bal-                                the category-specific technology that
ance, Boston, which operates 155 full-                           goes into our footwear and apparel,”
price stores (licensed) and seven fac-                           Marchand explained.
tory-outlet units (corporate-owned).                                The format brings greater clarity to
   The new format made its debut in                              the merchandise assortment, and gives
August, in Mashpee, Mass. (with                                  New Balance a way to highlight the
another location in Canton, Ohio).                               different technologies that enter into
The 3,600-sq.-ft. store has a sleek,                             the various categories of product.
modern and high-energy look, with                                   “Prior to this, New Balance wasn’t
bold, red accents.                                               getting credit in its store design for all
   “New Balance is a performance                                 the thinking and energy that goes into

116                                      www.chainstoreage.com    CHAIN STORE AGE, OCTOBER 2007
                                                                                                            SPECS/STORE DESIGN




the creation of its product,”                                                                                    Other sustainable features
said Eric Daniel, prototype                                                                                   include the use of low-VOC
director, WD Partners,                                                                                        (volatile organic compound)
Dublin, Ohio. “But this                                                                                       paints and finishes.
new prototype allows the                                                                                         “We tried to use materials
company to tell better sto-                                                                                   and finishes with a lower en-
ries, and to demonstrate                                                                                      vironmental impact whenev-
how the technology in its                                                                                     er possible,” Daniel said.
shoes varies by category.”                                                                                    “And we are continuing to
   An innovative commu-                                                                                       work on its earth-friendly
nications/graphics sys-                                                                                       aspects as we move for-
tem helps drive the point                                                                                     ward.”




                                                                                                          PHOTOS: MARK STEELE PHOTOGRAPHY, COLUMBUS
home. It focuses on New                                                                                          The lighting system is
Balance’s wear-test pro-                                                                                      designed for efficiency.
gram (the company sends                                                                                       Low-voltage f luorescents
new and current products                                                                                      provide ambient light,
to hundreds of individuals                                                                                    while punching is done
across the United States                                                                                      with low-voltage spotlights.
who subsequently report                                                                                          “The lighting is so effi-
back to it at various inter-                                                                                  cient it more than clears the
vals).                               The panel displays convey
                                                                                                              California Energy Code,”
                                     The panel displays convey
   “We collected stories             New Balance’s performance
                                     New Balance’s performance                                                Daniel said.
from several testers, put-           message.
                                     message.                                                                    The fixturing system is
ting the stories on 5-ft.-                                                                                    highly flexible and modular.
tall graphic panels inter-                                                                                    It was designed to fit a vari-
spersed with fitting benches in the center        Other graphics include subtle category        ety of different footprints.
of the store,” Daniel explained. “Their headers that are located around the                        “Everything can be moved around the
stories and insights highlight the efforts perimeter and large photocompositions                store,” Daniel said.
New Balance puts into the development that complement the largest categories,                      The fixtures include maple-finished
of new products as well as the mainte- running and fitness.                                     plywood shelving and nesting tables,
nance of older styles.”                           A slatwall system is used sparingly as        with bunkers on wheels. The perimeter
   The panels feature photos of the tester a continuous design element. It is con-              display system, from Robelan, has alu-
in action, along with some of his or her structed from Dakota Burl, a composite                 minum posts.
vital statistics, including what they test- material made out of sunflower-seed                    New Balance plans to roll out the pro-
ed. The specific shoe is displayed along husks.                                                 totype design, fine-tuning it as needed.
with it.                                          The cashwrap countertops are made                “We have quite a few stores planned
   The panel displays also include a five- from Durat, which is made up of recycled             for 2008, and they will feature the
to eight-page summary of the testing reg- plastics. The material is put together in a           design,” Marchand said. “We also plan to
imen for the featured shoe.                    solid-surface fashion.                           incorporate elements of the design as we
   “It introduces the tester to the shopper                                                     renovate some existing locations.”
and describes how the shoe was tested,”                     Project Resources                      Going forward, the company will con-
Daniel added.                                   Design: WD Partners, Dublin, Ohio               tinue to incorporate sustainability into its
                                                Concrete stain: L.M. Scofield Co.,
   The graphics, on recycled chipboard                                                          retail stores.
                                                Los Angeles
panels, are printed by P&R Group,               Carpet: Interface, Atlanta                         “In the rollout, we will be looking to
Chicago. It is, according to Daniel, one of     Lighting: Western Extralite Co., Kansas City,   enhance and add to it [sustainability],”
the few ( if not the only) printers with the    Mo.                                             Marchand said. “We are committed to
                                                Fixtures: Wisconsin Built, Deerfield, Wis.
capability of printing laser or digital                                                         lowering our environmental impact.” ■
                                                Display forms: Ronis Bros., Lynbrook, N.Y.
white ink, allowing for the printing of         Ceiling fixture: EPS Specialties, Cincinnati             —mwilson@chainstoreage.com
high-quality color photos on recycled           Furniture: Davis Furniture Ind., High Point,
materials.                                      N.C.                                            For more on the New Balance prototype,
                                                Paint finishes: Benjamin Moore, Montvale,
   “Also, the testers’ journals are made of                                                     visit www.chainstoreage.com and click on
                                                N.J.
recycled materials,” Daniel said.                                                               “Picture This.”

CHAIN STORE AGE, OCTOBER 2007                           www.chainstoreage.com                                                                         117