New Balance has just opened the doors to a new store in Melbourne, which takes on the brand’s ‘Grey Store’ concept.
Located at Albert Coates Lane in QV Melbourne, this is the third Grey Store concept to open in the Asia Pacific market. The concept is considered to be the brand’s most elevated, bringing together leading products and collaboration ranges across New Balance.
According to New Balance, the expansion of the Grey Store concept in Australia represents the brand’s ongoing investment in the AU/NZ market and Melbourne’s growing influence across sport, fashion and creative culture.
Late last month, New Balance opened a new store in Brisbane.
The new 201-square-metre store in Melbourne features exclusive collaborations, ‘MADE in USA’ and ‘MADE in UK’ collections, and limited-edition releases not typically available through traditional bricks-and-mortar retail channels.
Designed as a gallery-like space, the store is aptly named Grey for its colourway style, which is believed to help hero product.
New Balance APAC DTC director Jonathan Clark said the Grey Store is designed for consumers seeking the highest standards in both product and retail experience.
“We’re excited to bring this concept to Melbourne and create a space that reflects the city’s unique energy and creativity,” Clark said.
To mark the opening, New Balance will host an exclusive launch event on Thursday, June 11, next week across the QV laneways.
The evening will include a mix of local food, music and creative partners, including collaborations with Melbourne businesses such as Fancy Hanks, Hector’s Donuts and DOC Pizza. A key feature of the event will include a space allowing guests to create limited-edition heat-pressed totes featuring artwork from Cal Gillespie that is inspired by local Melbourne landmarks and neighbourhood identities.
The new Grey Store is now open at Albert Coates Lane, QV Melbourne.