New Balance 247

#Lifein247 Pop-up Store

Inspired by the sneaker's name and the concept that it is the perfect sneaker for any on-the-go lifestyle, a "store-within-store" convenience shop was created for its launch. 

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In today's world, life never stops moving. From day to night, unique experiences shaped the modern man and woman into inspiring individuals. In that restless spirit, New Balance crafted the 247. It is a shoe that is intended to be worn throughout the day, providing both comfort and style - hence the name, which riffs off 24/7, a diminutive for all the time.

 

To celebrate the global launch of the 247 sneakers, the athletic brand hosted a convenience store inspired pop-up in a retail shop. Just like the 247 sneakers would see the consumers from morning to night so would the 24/7 convenience store, whether it is early morning runs or late night emergencies. Dubbed "#Lifein247", the store was stocked with branded everyday essentials from snacks, beverages to magazines, all merchandised along with the brand's 247 shoe series, reminding consumers how the sneaker embodies life 24/7.

Client

New Balance Singapore

Category

Experiential Marketing

Brand Activation

Shopper Activation

Shopper Marketing

Consumer Event

Press & Influencer Event

Service

Strategy

Concept

Planning

Project Management

On-Site Execution

Spatial Design

Creative & Design

Content

Fabrication

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