Matt Varga New Balance’s profile in the footwear world now has a home in the Big Apple to match that status. Tailored to mirror the aesthetics of their Boston headquarters, their newly reopened Flatiron location still sits on the same 5th Avenue real estate, but no doubt better reflects the brand’s new golden era in its re-opening after temporarily shutting doors in May.
From first glance, the same atmosphere they’ve been cultivating with activations like their TV spots and various Made in USA campaigns imbues the store’s layout, making heavy use of wood and exposed brick facades, directly connecting to brand visuals with soft lighting throughout. To be sure, the previous iteration of the space was certainly impressive in its own right, but more resemble run-of-the-mill sneaker retail; it’s hard to miss the rebirthed version as a NB production even if you missed the branding.
For our purposes, oftentimes it’s the Boston brand’s lifestyle offerings that ring out loudest, but a heavy spotlight on NB running offerings was impossible to miss. In this first layout for the grand (re)opening, the impending NYC marathon loomed large, understandable given NB’s status as the primary sponsor of the race. One can reasonably envision upcoming spotlights taking its place as the NYC major shifts into the rear view this winter, but expect performance to remain at the heart of the Flatiron location no matter the season.
Finally, more suited with our general newswire fare, the Made in USA line gets plenty of shine with a central sneaker wall, including looks at the upcoming Teddy Santis seasonal collection. Favorites of brand devotees like the New Balance 1906L, New Balance 9060, and newly-introduced New Balance 2010 made their appearances alongside various apparel pieces towards the rear.
As mentioned in our sub-head, the New Balance NYC Flagship is open to the public beginning on September 12th, in operation from 10 AM to 7 PM daily going forward.
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