New Balance
See how we collaborated with New Balance to refresh their Oxford Street store for the holiday season.
NEW BALANCE, OXFORD STREET
Injecting the Christmas spirit throughout the store.
HOLIDAY REFRESH
D4R was invited to help refresh the New Balance flagship store on Oxford Street for the crucial Christmas trading period.
This initiative was a temporary store refresh, active between November and December and designed to capture the festive atmosphere and enhance the customer experience during the holidays.
IDEA
New Balance’s objective was to fully embrace the Christmas aesthetic, creating a festive environment to attract customers and drive sales. The activation needed to offer added value to the holiday shopping experience, incorporating elements like gift wrapping and a hot chocolate offering. The core conceptual brief, including loads of visuals, renders, and a detailed ordering schedule, was pre-empted and provided by the New Balance team. Our role was to interpret and execute this visual concept flawlessly.
INSIGHT
The initial brief featured festive elements such as knitted stockings, green garlands, and specific Point of Sale (POS) concepts. Based on reviewing the conceptual renders, the final realised design utilised a mix of materials and custom fabrication. This included sourcing various off-the-shelf vases and propping alongside bespoke items we produced, such as wooden veneered fireplaces and decorative wall panels. We also custom knit the festive stockings and produced acrylic graphics, stretch canvas graphics, and vinyl window displays.
Finer details
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Custom made gifts
Bespoke picture framing and wooden decorative wall panels
Hot chocolate takeover
Gift wrapping station
Bespoke wooden veneered fireplaces
To enhance the customer experience, we helped develop exclusive activations. We tested various blends to select the perfect hot cocoa, which was offered in a dedicated stand located in the downstairs ‘Made in UK’ room, a London-specific, basement-level space. Furthermore, a wrapping station was made available to all customers, offering complimentary gift wrapping from the New Balance team. We also assisted in designing the exclusive wrapping paper, adding a thoughtful, sentimental offering to their loyal customers.
REALISATION
The outcome was a resounding success, with the client being thrilled with the execution. The store refresh successfully matched the high standard and exact details of the conceptual designs and renders shared by the New Balance team. By achieving this level of execution, we ensured consistency with similar holiday refreshes undertaken by New Balance in American stores and other regions, maintaining a cohesive and high-level output globally.
[Image captured by TDM.Space]
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