Nordstrom and New Balance are taking their relationship to the next level with a new limited-time pop-up shop for the summer.
According to the department store chain, New Balance has taken over The Corner shop space at its New York City flagship from now through Aug. 3. Dubbed “New Balance @ The Corner,” the shop will feature a curated selection of shoes, apparel and accessories for women, men and kids. Customers will also have access to limited edition collaborations and customization opportunities.
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Starting today, the shop will launch with a “Grey Days” activation, a month-long celebration of the New Balance’s signature color, featuring new and classic product along with community events.
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Some of these events include workshops from a pottery class with Brooklyn-based ceramicist, Not Work Related, to a custom scent building class. There will also be boxing classes on May 4 and May 20, a choreography class on May 6, a yoga class on May 13.
Looking ahead, the shop will transition to “Found In New York” for June and July, featuring activations that highlight New York. June will feature “In Bloom,” an experience with Brooklyn-based artist CJ Hendry and Brooklyn Grange Farm. And July will introduce the “Subway Series,” a tribute to the interconnectedness of the five boroughs through sport and culture with a curated assortment of shoes and apparel that reflect community and design.
“We’re excited to connect our customers to the rich heritage of New Balance, while showcasing the vibrant culture of New York City through New Balance @ The Corner NYC,” Olivia Kim, senior vice president of creative at Nordstrom, said in a statement. “The collaboration celebrates craftsmanship and innovation through an experiential space for customers to explore exciting product and immersive experiences.”
Tracy Knauer, vice president of North America marketing and DTC at New Balance, added that the company is “honored” to work alongside Nordstrom to bring this experience to life. “The Corner will allow us to connect to our consumer authentically, bringing to life our unwavering commitment to quality and craft,” Knauer said. “We look forward to inviting consumers to The Corner to experience products and experiences that demonstrate New Balance at the intersection of sports and culture.”
This three-month-long installation marks the longest feature of a brand at The Corner, which is part of an ongoing series of pop-ups and brand takeovers at the Nordstrom NYC flagship in a dedicated space on the corner of 57th and Broadway, the retailer noted.
Previous shoe labels to pop-up at The Corner at Nordstrom NYC include Ugg and Jordan Brand.