NB Cloud (Ceiling)
Material
Client New Balance | Date 2024-2025 |
Interior Designer Universal Design Studio | London Photographer TDM |
Tokyo Photographer Arai Takahiro | Project Team Keith Bradshaw, Clementine Fletcher-Smith, August de Wet, Hiroto Toyoda, Mayumi Yasuda |
Collaborating closely with Universal Design Studio on New Balance's new global retail identity, our lighting strategy has debuted in Boston, and in their first flagship store on London's Oxford Street.
At the heart of our approach is a soft ambient light that forms an intentional foundation throughout the store.
Reflecting New Balance's quiet confidence, this softness creates an atmosphere with wide appeal, from trendsetters to comfort-seekers. The slightly cool yet comfortably neutral 3500K tone resonates with the bran's signature grey, which appears throughout the store as a subtle visual thread tying the distinct retail zones together.
Over this cohesive base, a blend of task, display, and feature lighting help to differentiate the identity and purpose of each zone within the three-storey flagship.
NB Cloud (Ceiling)
Material
NB Shelf
Focus
NB Fixtures
Feature
The 'Stage'
Serving as the brand's primary storytelling platform, the glass-fronted entry space changes throughout the day with natural light. It is defined by a mix of backlit ceiling panels that can incorporate graphic overlays to align with branding campaigns, and spotlighting that ensures the products and mannequin's pop. It hosts seasonal launches, collaborations, and activations, setting an immediate tone of openness, innovation and connection to the community.
'Fit for you'
In these zones, the lifestyle collections are presented in a warm, tactile setting. We used soft materials, domestic-scale wall lights, and integrated shelf lighting to craft a cozy, crafted feel. Backlit ceiling panels bathe the area in a gentle, comfortable glow.
'Fit for Performance'
This area captures a sense of motion, in keeping with the New Balance's athletic heritage. A textured ceiling hides the directional spotlights, keeping attention focused on the merchandise. Around the edges, shelf lighting interacts with aluminium and mirrored surfaces to create a dynamic, kinetic atmosphere.
'Made in UK'
Each store pays tribute to local heritage and cultural influence. In London, 'Made in the UK', inhabits the basement, showcasing both past and latest UK designs. Deep red hues, textured leathers, and bespoke timber finished evoke a modern gentlemen's club atmosphere, complemented by warm wooden bespoke pendant lights. Lit recesses draw attention to special items, while gentle picture and display lighting provide focused storytelling moments.
'The Run Club'
We designed this communal area as a warm and welcoming space to gather pre-run. With its terracotta brick walls and relatively low light levels, we introduced warm glowing wall lights and cove lighting to enhance the texture and raise the overall ambient light-giving the space its own distinct character within the store.
One of the most iconic features is The Flag, designed by Map Project Office and suspended in the first-floor window. It includes a custom mechanism that creates a ripple through the handcrafted embroidered fabric. During the day, it catches and plays with natural light. After dark, it becomes a vibrant beacon-lit with a wash of light and subtle flashes of red, drawing the eyes from the screen.
We were also appointed on the recently opened store in Tokyo. Located in Harajuku our scope of works included a refresh of the façade and applying the principals of the global vision to the store.