The Worlds First New Balance Experience Store Brought To Life Through A Sensory Approach


Asia's leading 'environmental branding consultancy' Equal Strategy has helped New Balance to project a total sensory experience with a retro '50's and '60's look and feel in its Worlds first New Balance Experience Store in Beijing's historic Qianmen

(I-Newswire) August 23, 2009 - The store, New Balance's first ever Experience Store™, showcases the company's century-long heritage over two floors amidst framed archival photographs, vintage New Balance advertisements and brand paraphernalia dating as far back as 1910.

A DNA ribbon which extends from the first floor entrance all the way to the second floor takes the consumer through a chronological journey documenting the brand's rich past, present and future. The detail in the overall store design is further complimented by audio, visual and olfactory experiences throughout the store including the unique smell of natural woody notes, with a touch of leather, reminiscent of a shoe store's scent from the mid-20th century.

What does New Balance sound and smell like? To create the right atmosphere for the brand product highlights, Equal Strategy's sensory marketing guru Simon Faure-Field deployed a woody scent coupled with 1950's style "be bop" music. Customers can "bop while they shop" to the sounds of Bill Haley and the Comets, Little Richard, Fats Domino, The Everly Brothers and Jerry Lee Lewis.

In addition, Equal Strategy's programmed in-store messaging directs customers to check out the store's second floor merchandise and repeatedly highlights New Balance's unique Performance DNA concept. Scientific research has found that 40% of shoppers who listen to in-store audio messages are influenced in their purchasing decisions.

Says Faure-Field, "This sort of sensory branding has fast become the brave new world of retail. It's no longer simply enough to present your products or services in a strongly branded visual context; the brand needs to connect and engage with all five senses of the customer in order to create resonance and establish long-term loyalty".

"And this particular New Balance store was all about conveying the brand's history and heritage over a century of business, so the human senses have been stimulated to project this kind of 'time capsule' look and feel to some of the store's areas. Customer and management response has been hugely encouraging and Equal Strategy hopes New Balance will see the value in adopting these advanced retail techniques across all its coming Experience Stores around the World.

Bob Neville Regional Retail Manager for New Balance in Asia Pacific commented "we are very pleased with the way the music, messaging and specially formulated New Balance 'aroma' integrate within the built three dimensional aspect of the New Balance Experience Store. We want to create a brand experience that is totally reflective of the brand essence and as such this has to go beyond what you see and encompass all of the human senses. This first Experience Store in Beijing marks the first of a global role out and will for the first time see, hear and smell the New Balance brand in an integrated and total experience"

###

Equal Strategy
PR - Danny Chaplin
Tel: +65 6338 6223
Email: danny.chaplin@chaplinpr.com




Company Contact Information
Equal Strategy




Archive

August 23, 2009

If you have questions regarding information in this press release contact the company listed above. I-Newswire.com is a press release service and not the author of this press release. The information that is on or available through this site is for informational purposes only and speaks only as of the particular date or dates of that information. As some companies / PR Agencies submit their press releases once per week/month or quarter, make sure check the official company website for accurate release dates as our site displays the I-Newswire.com distribution date only. We do not guarantee the accuracy or completeness of information on or available through this site, and we are not responsible for inaccuracies or omissions in that information or for actions taken in reliance on that information.


Related Releases

Relish The Interesting Stories Of Amar Chitra Katha At Unbelievable Price On Infibeam

Get the best collection of Indian stories published by Amar Chitra Katha at infibeam, an online shopping website at an unbelievable additional 15% off.

Lamb of God Partners with Specticast for Worldwide Theatrical Distribution of "As The Palaces Burn" Documentary Film

As The Palaces Burn is a film about metal icons Lamb of God, the zealous passion of their fan base, and the gut-wrenching manslaughter trial of lead singer Randy Blythe.

Mervik Haums Publishes Free Infographic To Explain Affiliate Marketing

An Infographic is by far the best way to demonstrate any idea or marketing plan. As it is a visual representation of information, data and knowledge, the viewer get a very clear idea about whatever the graphic is built for.

86.7% Of People Think It Is A Good Time To Be Investing In Adelaide Property

Adelaide Finance Brokers Urbantech Group recently ran a survey on their website. They asked the simple question: "Do you think it is a good time to be i

The Metro Joins The Hunt For Santa With Ted Burns

Ted Burns, the host of Third Degree, is searching for Santa, also known as the Yuletide Yobbo. And now he's got the support of the Metro, the UK's leading free newspaper.

Latest 10 Headlines

Mr Sajiv Menon, MD, Nitta Gelatine India Ltd Delivers An Inspiring Inaugural Address to New Students at the Orientation Program Organized by SCMS Cochin

SCMS Cochin School of Business welcomed its 23rd batch of students with a rigorous orientation program to put them right into the thick of action.

The Curious Case Of Increased Global Demand Of Faculty From Elite Indian B-Schools As Observed By Professor (Dr.) Lata Dhir Of SPJIMR

Professor (Dr.) Lata Dhir of SPJIMR is back in India after a 2-month stint at the ESB Business School in Reutlingen, Germany.

FORE School Of Management, New Delhi Releases "Malaysia: Challenges And Perspectives"

FORE School of Management released a special book "Malaysia: Challenges and Perspectives" and the event was graced by the honorable High Commissioner of Malaysia Dato' Naimun Ashakli Bin Mohammad.

Mr. Tarun Mudgal Offers Students of FORE School of Management, New Delhi Valuable Insight into the World of Marketing and Sales

Mr. Tarun Mudgal, Commercial Account Manager, VMware Inc., recently visited the campus of FORE School of Management, New Delhi.

Samanvay 2014, the Annual Alumni Meet at KIAMS Turns Out to Be a Resounding Success

It was a homecoming for alumni from various batches at KIAMS who came together for the 2014 instalment of Samanvay.

Mr. Upadhyaya, Asst Vice President, JM Financial Services Pvt. Limited, Critically Analyses the SIP Projects of the Budding Managers of KIAMS

Marketing and Finance students of KIAMS recently had an opportunity to attend a presentation by Mr. Prashant Upadhyaya, Asst Vice President at JM Financial Services Pvt Limited.

NY Bagel Cafe And Deli Implements A New Store Design

While the new design offers much less seating, it is better for the on-the-go patrons, who are the overwhelming majority of NY Bagel Cafe customers, as market studies have shown.

Worth Construction Co, Inc. Selected In Bid For Joyner Hall Project, Northwestern Connecticut Community College

Worth Construction Co, Inc., a general contracting and construction management firm with corporate headquarters in Bethel, CT, has submitted a bid to the State of Connecticut, Department of Public Works for Joyner Hall Project.

Worth Construction Co, Inc. To Announce Establishment Of Subcontractor / Vendor Integrity Procedures

Worth Construction Co, Inc. Worth Construction Co, Inc. has announced creation of a set of Subcontractor / Vendor Integrity procedures, as part of the Subcontractor Approval process.

BoostinNY Bagel Cafe & Deli Has Retained Nexus Online Media Group To Power Its Online Marketing Efforts

NY Bagel Cafe & Deli has retained Nexus Online Media Group to power its online marketing efforts as it looks to substantially increase its franchise footprint and expand its market share.

Helpful Articles

Increase Website Traffic By Using Press Releases
Write A Press Release For Big Time News
Get Backlinks From Press Releases
How To Write A Press Release Quick And Easy
Choosing A Press Release Service
Writing A News Press Release
Get More Traffic From Press Releases
Is A Press Release Service Worth It?
Effective Press Release Distribution
Create a Successful Online Press Release
Submit A Press Release and Get More Traffic
How To Write A Press Release
Check This Before You Send A Press Release
Using A Press Release Service For Your News Release

Our Services:

Submit Your Free Press Release Now.

Open Now:
Online Classified Ads at I-Newswire.com
Job Search Engine at I-Newswire.com
Car Search Engine at I-Newswire.com
Real Estate Search at I-Newswire.com
Website News Releases, Announcements and Updates

Other Cool Sites:
Breaking and Latest Automotive News
Learn the secrets on how to become an alpha male and how to meet girls on facebook at Dating-To-Mating.com. Check out the best spinner and instant article factory for your content writing needs.