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The Flatiron New Balance Concept Store Is No Joke

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Images via New Balance

There's a lot to take in at the Flatiron New Balance concept shop, which opened up yesterday and is billed as the brand's first "Experience Store." Experience you will, as one of the first things you'll notice upon entering is that one of their shoemakers from the company's factory in Maine is hanging out in a glass-enclosed area, assembling sneakers, right in front of you. There's also a two-lane running track along the perimeter of one of the walls that has a sunk-in treadmill built into it, for things like gait and form analysis. It's pretty serious.

Shoppers who purchase a pair of the just-made sneakers straight out of the glass booth—which for now are the brand's 880 running shoe—will receive them in an "Assembled in NYC" drawstring bag that's been stamped with the date and edition number of the shoe. There's a lot more to look at, including a 60-foot giant strand of DNA that runs along the ceiling, which chronicles New Balance's 105-year heritage. We should have know that the store would be over the top, since we were notified of the opening by getting this in the mail.
· Can You Identify this New Balance–Branded Mystery Object? [Racked NY]
· New Balance [Official Site]