contact us

We'd love to hear from you!


Honolulu, Hawaii
United States

(917) 216-8154

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.

Blog

Filtering by Tag: New Balance Experience Store

Behind the Scenes: NB Feature Art Installation

Nikole Nelson

Photograph by Jeff Harris

RawSite_FA_NB.jpg

Entry wall of store, pre-construction, where sculpture would be installed.

ConceptSketches_FA_NB.jpg

Early concept sketches.

Waste_NB_NN.jpg

Die-cut waste - New Balance manufacturing plant.

Sketch_NB_NN.jpg

Sculpture exterior design development sample.

Collaborators, Porter Green Works, building plywood structure.

structure_NB_NN.jpg
Sketch_NB_NN1.jpg
NB_NN_1906_.jpg

Archived shoe making tools formed into 1906, NB's year of origin.

3_NB_NN.JPG

NB shoe tags individually rolled with wire.

4_NB_NN.JPG

Sculpting mechanical arm from industrial hardware.

5_NB_NN.JPG
13_NB_NN.JPG

Resin copy of original sewing machine used in early NB factories.

14_NB_NN.JPG

Visual merchandising display design development samples in progress.

6_NB_NN.JPG
7_NB_NN.JPG
8_NB_NN.JPG
9_NB_NN.JPG
10_NB_NN.JPG
11_NB_NN.JPG
12_NB_NN.JPG
Install_NN_NB.jpg

On-site installation.

Photograph by Jeff Harris.

My approach to design starts from the inside of the brand; its inception through its evolution. As part of my research I traveled to the New Balance manufacturing plant in Lawrence, MA to observe their production first hand. As a “picker” at heart my eye found beauty in every element of the creation process – from the materials and tools used to the contents of the dumpsters (during my many dives!). These pieces would directly translate into the primary feature art piece within the store.

Upon entering the NYC experience store the sculpture provides an immediate sense of the unique quality of the brand – where the technical meets the organic. Angled boxes converge to form a composition that encourages a consumer viewing experience filled with texture and mystery. Each individual box contributes to a journey through the history, evolution and contemporary energy of New Balance from its foundation in 1906 to present. The company’s year of origin is crafted from archived shoe making tools and extends the length of the sculpture. A resin replica of the original sewing machines used in the early factories is encased in moss as if it halted mid-stich in decades past. Scrap leather from die cut waste was sculpted in layers over the surface creating a fossilized texture. Actual individual shoe parts converge in repetition to create a variety of abstract sculptures that capture the intensity, movement and originality of the brand.

Special thanks to the New Balance family and my dynamic team of hard working ladies for their commitment, drive and energizing spirits. Cheers to a job well done! 

View Full Project

Behind the Scenes: Experience Store In Construction

Nikole Nelson

5_NB_store_Floor.jpg

Collaborating with assembly area designers IDL, painted distressed NB logo on floor.

IdlCorner.jpg

Raw space pre-construction.

Assembly_Before.jpg

Assembly area floor, beginning stages of construction.

FloorSample2A.JPG

Design development floor samples.

21_FloorNB_1.JPG
Team_IDL_NN.jpg
DetailN.jpg
4_NB_store_columns.jpg

Photograph by Jeff Harris

column4.jpg
Columns.JPG
columns3.jpg
ConstructionWorkersRock.jpg
RedHook_ItsAWrap.jpg

Our muscle! We love Allstate Electric!On the roof of our studio in Red Hook for celebratory laughs and beers at sunset.

During our 3 week stay on the New Balance construction site we tackled the rear wall (seen in earlier behind the scene post), the column restoration and the floor treatment in the assembly area. At the hottest point of the summer, during a heat wave, in an unventilated space, with zero natural light, we forged side by side with skilled construction teams to achieve dynamic results. A construction site can easily be compared to a beehive - it is no joke, especially in New York City. These dudes were serious craftsman and took their trades to the extreme. The amount of energy and collaboration was invigorating and we earned our stripes successfully amongst them, hot-pink hardhat and all. There was not a day the boys didn’t assist our team in one way or another – from lifting our 20 ft scaffolding to teaching me new methods of building – it was an experience I will not soon forget.

We painted a distressed oversized NB logo in the assembly area and developed the staining process for the wood floors throughout the space. The columns were stripped down to the original metal, cleaned and finished, restoring their full beauty. This was one messy job – wet, dirty and grimy. During the finishing process, antique graffiti was discovered adding to the store's visual story, peeling back the layers of time to reveal and respect the building’s history.

After 3 long HOT weeks we returned to our studio in Red Hook on top of the world. As we watched the sunset celebrating our power (we were quite pumped up on testosterone) our minds began shifting to the next stages of greatness ahead…the production of the 13’ front art sculpture…

More behind the scenes on final stages of New Balance Experience store coming soon! 

View Full Project