New Balance Beantown Experience

MAKING A GLOBAL BRAND FEEL LOCAL TO BOSTON

New Balance's relationship with Boston is deeper than geography. It's part of the brand's identity.

For the Beantown experience, the opportunity was to translate that relationship into something people could physically enter and experience. The creative direction combined product, brand heritage and local culture to create a distinctly New Balance expression of Boston. Rather than simply placing a brand in the city, the work celebrated a brand that comes from it.

Role: Creative Direction / Experiential Design
Focus: Experiential / Creative Direction / Brand Storytelling / Boston