client
new balance
text
short long
flagship store
An iconic beacon for New Balance’s global stores
Physical stores are no longer just the place where sales happen – they’re brand amplifiers, conversation-starters, hubs for experience, and opportunities for co-creation. Universal Design Studio and Map Project Office teamed up with New Balance to reimagine the interiors of the brand’s global stores.
Together, Universal and Map set out to shape what the future of retail could feel like: meaningful, multi-dimensional, and truly experiential. The aim was to create environments that feel less like static showrooms and more like living, breathing conversations between the brand and its community.
As part of this collaboration, we explored ways to introduce a distinctive in-store signifier – something that could physically represent New Balance’s ethos. The idea of a flag in constant motion emerged from the visual energy of sport: marathon finish lines fluttering in the wind, team banners waving in stadiums, colours worn and flown with pride.
This iconic flag became more than just a design feature – it’s a welcoming symbol that invites people into the world of New Balance. It embodies the brand’s spirit of craft, community, and performance, while acting as a recognisable beacon across store locations globally.
To capture the feeling of motion and rhythm, we designed the flag to echo both the technical precision and artisanal care that New Balance is known for. It’s a fine balance between craft and technology—just like the shoes themselves.
Bringing the story full circle, the flags are handcrafted by New England Flag & Banner, a Boston-based company that’s been producing legendary sports banners for over a century. The graphic design draws directly from track markings at New Balance’s headquarters, and the flag’s movement is programmable: able to dial up its energy for store events or stay calm and ambient for everyday retail moments.
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