Nordstrom NYC has teamed up with New Balance to create a limited-time pop-up that embraces the sneaker company’s mission and signature color.
New Balance @ The Corner will take over Nordstrom’s flagship NYC store, located at 225 W. 57th St., for a three-month-long installation as a part of Nordstrom’s ongoing series of pop-ups and brand takeovers. The pop-up will feature monthly product drops across shoes, apparel and accessories for women, men and kids, as well as limited edition collaborations and customization opportunities available in-store only.
“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,” says Olivia Kim, SVP of Creative at Nordstrom. “The collaboration celebrates craftsmanship and innovation through an experiential space for customers to explore exciting product and immersive experiences.”
During its time at Nordstrom, New Balance @ The Corner will celebrate craftsmanship and innovation, and will connect shoppers to the brand’s heritage and spirit. The pop-up officially debuted with “Grey Days,” a month-long celebration embracing the brand’s signature color with new and classic New Balance products available for purchase.
As a part of Grey Days, the pop-up will feature multi-sensory experiences across texture, smell, sound, and visuals and will host a handful of classes, including a pottery class with Brooklyn-based ceramicist, Not Work Related, and a custom scent-building class. There will also be movement classes, including boxing (May 4, 11 a.m. – 1 p.m. and May 20, 6 – 8 p.m.), choreography (May 6, 6 – 8 p.m.), and yoga (May 13, 6 – 8 p.m.).
In June and July, the pop-up will shift to “Found In New York,” featuring activations that celebrate what you may typically find in New York during the summer, with June highlighting “In Bloom” and July highlighting a “Subway Series.”
“As one of our longtime retailers, we’re honored to work alongside Nordstrom to bring an immersive pop-up to life at their NYC Flagship, The Corner,” said Tracy Knauer, Vice President of North America Marketing and DTC at New Balance. “The Corner will allow us to connect to our consumer authentically, bringing to life our unwavering commitment to quality and craft. 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.”
New Balance @ The Corner will be open at Nordstrom NYC through Aug. 3. You can also shop online at Nordstrom.com.
