nikole nelson: new balance experience store nikole nelson: new balance experience store
sep 07, 2011

nikole nelson: new balance experience store

‘new balance experience store’ by nikole nelson, new york city, USA entry art constructed from actual shoe parts image © jeff harris

new york based artist and designer nikole nelson collaborated with athletic apparel new balance’s retail design team to conceive the ‘new balance experience store’ located in the flatiron district of new york city. brand derived sculptures depicting the inception and evolution of the iconic series of products lines the interior. after witnessing the manufacture of merchandise at the production plant, the artist repurposed raw materials found on dumpster dives to create art evoking the process. the entry features a 13 foot tall installation comprised from parts of new balance shoes and various apparatuses for the shoe construction. a hybrid of technical and organic, the focal sculpture features converging angled boxes filled with depictions of individual moments in time throughout the brand’s history.

entry art constructed from actual shoe parts image © jeff harris

a glowing red wall in the rear of the space invites shoppers to delve into the store’s depths. layers were the key to the authenticity of historical brick construction authenticity as mortar was custom tinted, thickly applied and strategically scraped after drying. the edges of the bocks were chiseled to sculpt the desired movement of the 16 foot high installation. metal columns were cleaned and restored to their original glory while the wood floor was stripped, stained and distressed with a large company logo.

entry art constructed from actual shoe parts image © jeff harris

‘it comes back to the power of the experience and that is where this store more than succeeds. it is not enough to design for design sake alone – brands have a history, like living things and as consumers we want to be part of that history. my passion for design stems from the process of discovery; I learn a brand inside and out so that I can design from within.’  – nikole nelson

entry art constructed from actual shoe parts images © jeff harris

new balance tags used in a repetative motion to create a cave like viewing experience image © jeff harris

antique sewing machine image © jeff harris

deconstructed new balance shoe becomes beaming element of entry sculpture image © jeff harris

rear wall installation image © jeff harris

(left) rear wall installation (right) column restoration images © jeff harris

column restoration and floor staining image © jeff harris

collaborating with assembly area designers idl, nelson painted distressed nb logo on floor

raw demolitioned space pre-construction

rear wall installation concept sketches and design development samples

build-out process of rear wall art installation on-site

(left) nelson’s studio (right) entry art sculpture in production and on-site installation

new balance historic replicas fossilized

designboom has received this project from our ‘DIY submissions’ feature, where we welcome our readers to submit their own work for publication.

have something to add? share your thoughts in our comments section below.

comments policy
designboom's comment policy guidelines
generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
the correction is at the discretion of the post editor and may not happen immediately.

what if you disagree with what we or another commenter has to say?
let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

- please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
- please don't personally insult the writers or your fellow commenters.
- please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
- please don't include your website or e-mail address in your comments for the purpose of self-promotion.
- please respect jury verdicts and do not discuss offensively on the competition results
(there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
the best 100-200 entries too.)

a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.


a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

architecture news