NEW BALANCE [RETAIL]
OBJECTIVE
New Balance partnered with SEG to reimagine the basement at Naperville Underground in Chicago, transforming it into an immersive, high-energy space that reflects the brand’s performance-driven identity.
The full remodel featured wall-to-wall paint, refreshed fixtures and furniture, custom New Balance–branded lockers, and interactive elements like a foosball table and Pop-A-Shot arcade game. The result is a vibrant environment designed for youth to gather, connect, and hang out—bringing new life, movement, and momentum to the space.
SERVICES
CONCEPT DESIGN • PRODUCTION DESIGN • PRODUCTION • INSTALLATION
