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!