New Balance 120周年 百年匠心质感之旅

2026年04月29日-2026年05月05日

上海 环贸iapm

项目传播

项目现场

2026年，New Balance以「百年匠心・质感之旅」为主题，于核心商圈打造120周年沉浸式品牌展，标志着这一1906年诞生于波士顿的制鞋世家，从「足弓支撑器发明者」向「文化策展者」的战略跃迁。项目以「尺刻度」为贯穿性设计语言，将品牌创始人William J. Riley受鸡爪平衡结构启发的百年基因，转化为可丈量、可漫步的实体叙事。

空间设计以五大递进展区构建完整动线：「百年时光长廊」以Trackster、320、990系列等里程碑鞋款与ABZORB、Fresh Foam等核心技术演进墙，铺陈从功能性发明到美学符号的蜕变；「匠心制鞋工坊」1:1还原英美产线300余道工序，以工匠现场演示诠释「反效率」的手工质感美学；「非遗匠艺联动区」将南京金箔锻制技艺（国家级非遗）注入ABZORB 2010鞋款，以24K金箔点缀元祖灰鞋身，完成东方匠艺与西方制鞋传统的跨时空对话；「木」主题质感空间则以原木结构与浅灰基调陈列MADE系列经典，构建美式复古生活方式场景。制作层面，120周年刻度墙、元祖灰灵感墙与定制工坊以打卡机制激活社交裂变，将品牌历史从档案室释放至公共场域。

此次展览不仅是周年庆典的场景载体，更是New Balance以「尺刻度」重新定义品牌时间维度的宣言——通过将120年制鞋精神嵌入沉浸式策展，为运动品牌如何以文化遗产与非遗跨界实现品牌厚度与商业转化的双重提升，提供了极具匠艺感的范本。

In 2026, New Balance unveiled the "Century of Craft · Journey of Texture" immersive brand exhibition, marking a strategic pivot for the Boston-born footwear house—established in 1906 by William J. Riley, inspired by chicken claw balance structures—from "arch support inventor" to "cultural curator." Anchored on the design language of "ruler scale," the activation converts a century of brand DNA into measurable, walkable physical narratives.

Spatially, five progressive zones construct a complete circulation: the "Century Time Corridor" charts the transformation from functional invention to aesthetic icon through milestone silhouettes like the Trackster, 320, and 990 series, alongside technology evolution walls featuring ABZORB and Fresh Foam; the "Craftsmanship Workshop" meticulously recreates Anglo-American production lines with 300+ manual processes, where artisans demonstrate an "anti-efficiency" handcraft aesthetic; the "Intangible Heritage Zone" injects Nanjing gold foil forging—a national-level intangible cultural heritage—into the ABZORB 2010, adorning grey uppers with 24K gold accents to complete a cross-temporal dialogue between Eastern artistry and Western shoemaking; while the "Wood" themed space constructs an American retro lifestyle scenario through raw wood structures and grey tones displaying MADE series classics. Execution-wise, the 120th-anniversary scale wall, grey inspiration wall, and customization workshop activate social virality through check-in mechanics, releasing brand history from archives into public realms.

Beyond an anniversary celebration, this exhibition serves as New Balance's manifesto redefining brand temporality through "ruler scale"—offering a profoundly crafted paradigm for how sportswear brands can achieve dual elevation in brand depth and commercial conversion through cultural heritage and intangible heritage crossovers.

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