New Balance X JD
Find the together in sport
Owning a presence in the JD environment whilst being true to the New Balance brand world.
Idea
With a mission to set the global standard for retail experience, JD in partnership with New Balance, tasked D4R to design a premium instore global concept, whilst being true to the New Balance brand world.
Insight
Focusing on the deliverables of footwear, New Balance desired to create a seamless customer experience, that raised the bar and didn’t compromise craftsmanship.
Understanding the creative identities of JD and New Balance was key to this project. The core elements of both, feature purposeful illumination and premium materials, whilst ensuring the product is the hero.
After establishing a visual direction, JD opted for a core concept that was adaptable across a range of bespoke store designs, to suit different tiers of retail models.
From a big and bold premium flagship requirement down to a modular design, all featured brushed steel, twinned with matte white surfaces and halo lighting.
Aspiring to champion their brand through an amplified visual presence, we explored innovative product presentation, paired with digital elements to enhance New Balance’s brand personality, and create a fully immersive customer experience. By disrupting the JD environment, it allowed New Balance to stand out amongst a busy physical space, ensuring maximum impact for brand recognition.
Realisation
The initial brief was a kit of modular parts to go into UK JD stores. After further discussions with the JD team, the scope of the project developed into a premium global solution, expanding to 130 stores in 2023/24 worldwide and collaborating with international manufacturers and partners, with more stores in the pipeline.
Testimonial
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