Now Open: The atmos and New Balance NBSE in Washington
A New Balance activation space has opened in the atmos Georgetown store, dubbed the NBSE. The name carries many meanings: it’s read as ‘embassy’ and stands for ‘New Balance Shop Experience’, with the former alluding to its proximity to Washington’s political infrastructure.
The state is also a historically significant consumer of New Balance shoes, which the brand have recognised with this special space. Designed to host activities such as panels, parties and product launches, the dedicated portion of the atmos store is bound to be a destination for NB fans. The fit-out contains maple, in reference to atmos’ Japanese roots, while also containing mod-cons like DJ booths. Upcoming events include Grey Day and the cherry blossom festival.
‘New Balance and atmos have a storied relationship that dates back many years to both of our Japan teams. To be able to launch this exclusive experience at our Georgetown store, in the heart of the DMV and with an area that loves NB like NO OTHER, is really exciting for us as a brand and a team. I think we will bring the DC area a special New Balance-focused experience that they will love and hopefully support for the months to come,’ said Mel Peralta, VP of Brand at atmos Global.
The NBSE is now open at atmos Georgetown.