Matt Varga The Boston brand is going bi-coastal. Yes, after carefully building out a range of flagship stores along the Eastern Seaboard that align with their Americana ethos, New Balance has just announced their first permanent footprint out West, set to cut the ribbon on their first Los Angeles location at The Grove.
It’s a spacious 4,400 square feet across two levels, where customers will be greeted with the brand’s foothold in sport via an athlete feature wall bridging level one to level two. Along with showcasing their inline catalog throughout the store, the MiU effort gets its own dedicated room to display both footwear and apparel. As with their locations closer to home (SoHo, Flatiron NYC), the overall interior design and aesthetic are tailored to match the quality and timelessness circled by their Made in USA range. Heavy use of wood paneling and bright lighting help to achieve that effect.
To kick off New Balance at The Grove, beyond just their retail aims, New Balance is hoping to foster community through various gathering spaces featured in the new location. To wit, there’s already a range of events scheduled to help kick off their new digs. On Thursday, July 30th and Friday, July 31st, the focus will be on the AC Runner with an experiential sound bar. The following days, the space becomes the “Ellipse Cafe,” where custom beverages are served alongside a celebration of their everyday trainer. Finally, the following weekend (August 7th to August 9th), it’s the New Balance 204L being celebrated, where capsule machines offer participants a chance at free product.
If you’re planning on stopping by on Thursday or Friday, you’ll also be among the first to get a chance at the New Balance “Night Lights” pack before a wide launch on August 1st. Take in the fresh environs via the gallery below.
