New Balance, one of the world’s leading running brands, announces the opening of its first Experience Store on Shanghai’s Huai Hai Road. It is New Balance’s second Experience Store in China, following the opening of its first on Beijing’s Qianmen Avenue last year. Occupying more than 200 square meters, the New Balance Experience Store is located on the first floor of the Novel Building, Shanghai.

With its charming brick walls, wooden display windows, nostalgic old telephones and iron chandeliers, the interior décor creates a sense of subtlety, which captures the legacy and essence of New Balance. The Experience Store is designed such that a panoramic view of the ceiling unfurls the brand’s past, present and future, telling Shanghai the magnificent story of New Balance’s one hundred and four year history in making shoes.