New Balance head to our nation’s capital at the Boston-based brand sets up shop atmos Georgetown. The New Balance Shop Experience (NBSE) opened on March 10th and will be home to events and releases within the coming months.
New Balance’s NBSE, pronounced as “embassy,” is an exclusive pop-up between atmos and New Balance that honors the DMV’s long standing love for New Balance. Historically speaking, the New Balance 990 has been the city’s silhouette of choice, making this pop-up the perfect hub for the sneaker’s revival, which has been fueled by collaborative works from Teddy Santis, Salehe Bembury, JJJJound, Action Bronson, Kith, New Balance 996 Navy White.
To celebrate the city, the NBSE will host community-driven events including weekly DJs, origin personalization sessions, and conversations with creatives from the D.C. area. The NBSE will also offer exclusive apparel and footwear.
For the retail concept, atmos and New Balance partnered with Makingworks and Colorway to bring the NBSE to life. The shelf space is made out of ger plywood and gives the shop movement as its warped structure adds flow to the retail space. The NBSE also has a gallery-like feel as the shop experience features vintage sneakers and marketing material.
Stop by the New Balance Shopping Experience by visiting atmos Georgetown at 124 M St NW, Washington, DC 20007. For all upcoming events and releases, visit the NBSE calendar. Take a look at the shop below and follow @NiceKicks on Instagram.
