New Balance at TCS NYC Marathon Expo
- New York
- Brand Activation
- Retail
Maximizing throughput of a large scale retail experience
THE CHALLENGE
Capacity and Throughput
New Balance, one of the world’s major sports footwear and apparel manufacturers, invested in a 45,000 square foot space at the TCS New York City Marathon Expo and expected over 165,000 people would attend during the three-day event.
After registration through the New York Road Runners space, all runners, their families, and the public needed to pass through the area before entering the rest of the expo. New Balance needed an inviting and immersive environment that was on-brand, retail sales focused, and would allow large crowds of people to experience the brand journey equally.
THE SOLUTION
Functionality and Design
Impact XM created a consumer experience that was focused on the core components of a retail-centric journey—effective wayfinding and premium retail displays. The wall space and retail fixtures amplified the brand and created unique branded moments without taking up valuable floor space dedicated to retail.
The functionality and usability of each component were closely considered to solve specific retail objectives. For instance, the central T-shirt bar that was designed to look like New York with real scaffolding and faux concrete had a unique purpose: it served as retail display and stored and displayed all the T-shirts.
THE IMPACT
Impact XM was able to design a space that fulfilled retail focused targets which allowed the customers to go through the massive space and successfully met New Balance’s sales targets while welcoming 65,000 visitors at the peak and over 142,010 people over the course of three days.
