New Balance partnered with Run The Boroughs (RTB) a London based running community to create Everybody’s Local a Soho based pop up space designed to bring RTB into a new location. Based around the idea of cultural exchange, Everybody’s Local allows RTB to reference and reimagine landmark cultural spaces as contemporary meeting point for their community. Everybody’s Local merges the worlds of performance and culture to create a cross over space for the running community with the look and appeal of a contemporary lifestyle space. Within the space visitors can hang out with like-minded souls over a coffee & pastry, purchase limited edition merchandise and listen to DJ sets whilst relaxing with a beer or wine in the evening.
Set within an archetypal Soho townhouse, The space was designed by Talah Interiors who selected USM as the key furniture partner. USM was was the perfect furniture to create an aesthetic that references sports halls with a combination of clean lines, block colours and geometric shapes. A beige USM long credenza was used to display magazines, the unit encompassed Haller E which incorporates lighting into the systems frame which emphasised the books and magazines. A small USM white side table was used to display new balance running shoes and accessories. A tall shelving unit provided a pop of colour in golden yellow; the unit also incorporated USM’s world of plants system which cleverly incorporates biophilia into the furniture with cut outs in the panels for plant pots. Also, within the design scheme was a USM steel blue drinks trolley which was used throughout the event when drinks were served in the evening.
Farnaz Ali Design Director at Talah Interiors commented “USM felt like an organic fit to the brief set out by Generation.Works. USM's steel modules enable a modular approach to an area which can be increased or decreased depending on its requirements. This playfulness in USM's core design aesthetic crossed over into this reimagined space naturally for this pop-up. The contemporary colour choices from USM also paired magically with the brief to marry everything in the space”.
The pop up store was open throughout the London Marathon weekend of 19 th , 20 th and 21 st April when the capital was at the height of its running fever!!
