New Balance opens first Beijing store

August 15, 2009 | Posted by Chris

New Balance today celebrated the opening of its first ever "Experience Store" in Beijing, according to a company press release. Located on Qianmen Dajie, the same street south of Tian'anmen Square that has received international media attention for its large-scale renovations, the store's opening ceremony featured "a 1960s-style American carnival" with games and prizes, as well as the presence of the company's very top executives. The 2000+ square foot store seeks to fuse imagery of the brand's story with presentations of its products: the first floor has "a nostalgic feel harkening back to the 1950s and 60s," and the second floor will showcase "the brand's modern day technology-based offerings." New Balance says it plans to open 1,000 stores in China by 2012 and will host a marathon in Hong Kong and 6km races in Hangzhou and Nanjing to promote its activities.

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