New Balance has been enjoying a prolonged moment in the spotlight since the top of 2020, but the brand’s been big in certain regions for years. One such place is Washington D.C., which will receive the NBSE, a special shopping experience at atmos Georgetown beginning on March 10.
Read as “embassy,” the NBSE is a semi-permanent partnership between atmos and New Balance. The elevated retail experience is informed by the city that embraced models like the NB 990 back in 1982. As such, the “New Balance Shop Experience” will feature community-driven events and exclusive apparel and footwear throughout its lifecycle. Some of the expected events include: weekly DJs, product personalization sessions, and conversations with creatives from the D.C. area.
atmos and New Balance tapped Makingworks and Colorway for help with the design and direction of the NBSE. Shelf space – which is made out of maple plywood – houses current stock, as well as vintage sneakers and marketing material. Together, each component helps elevate the shopping experience for the local community.
The NBSE opens up on March 10 at 11am EST. For all upcoming events and releases at atmos Georgetown (124 M St NW, Washington, DC 20007), visit the NBSE calendar.
For more sneaker news, check out the “Spring 101” New Balance 993 by Kith.
Photos courtesy of atmos
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