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An artistic collaborative of artists, designers, makers and craftsmen focused on the creation of unique experiences and conceptual environments.  Building moments to be explored and remembered through the conception and creation of custom art installations, interior design, events, set design, styling & visual merchandising.

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Behind the Scenes: New Balance Experience Store

Nikole Nelson

Photograph by Jeff Harris

Harnessing the power of the retail experience we imparted an organic, deconstructed, visual journey through the evolution of the brand at the recently opened New Balance NYC Experience Store on 5th Avenue in the Flatiron District of Manhattan.

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Raw site pre-construction.

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Nelson's early concept sketch for rear wall of store.

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Design development sample focusing on movement and texture.

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Drawing in breakaway design before brick work begins.

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Mortar application and final texturing in progress.

Photograph by Jeff Harris

This takes my love of mortar, concrete, dirt, texture and RED to a new level. Collaborating with skilled masons the back wall was built to mimic the existing brick throughout the space dating back to the 1800's. Layers where the key to authenticity - mortar was custom tinted, thickly applied and strategically scraped after drying. It was labor intensive and pretty damn crazy - my entire team is now equipped with ripped arms as a result of this process! Who needs the gym when you have the summer of New Balance brick lovin!

Inspiration took seed in a matter of seconds as I stood in the raw space, with architectural drawings by retail masters Cormark, in hand. Scanning the space meticulously I calculated the imagery of each wall - the demolition was gorgeous. Areas of the wall were ripped open revealing the inner workings of the structure. It was like a day in heaven - I love all things deconstructed. From the walls of the architecture itself the movement of the red breakaway was born. Pepper in the collaborative layers of signage by IDL, visual merchandising displays by Knock and the sickest texture mapping a girl has ever seen by KLIP and you find an experience worth craving.

More behind the scenes at the New Balance NYC Experience Store to follow in the coming week. Stay tuned!

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