FRAME on New Balance London

The New Balance’s London flagship is the latest in a series of global store concepts designed by Universal Design Studio in collaboration with Map Project Office. Located on New Bond Street, the space is shaped by themes of performance, identity and place—offering a retail environment that reflects the brand’s evolving design language.

Universal's approach focused on adaptability, material contrast and movement. Referencing the crafted discipline of sport and the energy of the city, the interior blends athletic functionality with a human-centred sensibility. A flexible, modular framework supports New Balance’s changing product narratives while creating moments of pause, engagement and immersion.

FRAME explores how the redesigned flagship rethinks the role of physical retail for a heritage sportswear brand. Read the full article here.