New Balance opened its first North American Experience Store in New York City’s Flatiron District.

In the new store, New Balance, a global brand founded in 1906 highlights its century-plus heritage and brings its innovative product experience to life. The store features a Mondo running track and the Demonstration Area where the company’s domestic manufacturing capabilities are showcased.

The store, located at the corner of Fifth Avenue and 20th Street, has 4,000+ square feet and features restored original brick walls and floor-to-ceiling columns. A brand DNA ribbon on the store’s ceiling extends 60 feet from the entrance to the back of the store and documents the brand’s past, present and future, using vintage and modern images. The colors of the store are combined brand’s signature grey with vibrant red.

“We are excited to open this store in New York City that pays tribute to our heritage and spirit, celebrates our innovation and continues the high standard of retail excellence we established two years ago with our first-ever New Balance Experience Store in Beijing,” says Rob DeMartini, chief executive officer and president of New Balance.  “This store invites consumers from one of the world’s greatest cities to engage with our brand’s story and the passion of our associates that is 105 years in the making.»

Over hundred years ago, the New Balance founder William J. Riley realized a chicken uses its three claws to maintain perfect balance and didn’t hesitate to apply the balance principle to his arch support system design. The chicken foot is still one of the brand’s iconic images and is knitted into the store’s textural design discovery elements such as the transparency film on the windows and doors.

The company keeps on proving it’s spring global ads campaign tagline ‘Let’s Make Excellent Happen’. The Innovation Area features the brand’s newest innovative performance product while a two-lane Mondo track runs along one of the store’s perimeter walls and features a sunken-in treadmill for gait/form analysis. The Look Book is presented on the wall and demonstrates the brand’s lifestyle offerings. A 24-hour projection texture mapping showcases product images and brand videos as well as real time brand content in four distinct areas of the store.

New Balance also launched an app for iPhone allowing consumers to run, compete and win prizes.