The New Balance London Experience Center project was launched by the sports brand in conjunction with British artists and design students to showcase the convergence of the sports brand and art.
As part of the collaboration, designers were tasked with transforming a loft on the 28th floor of the Millbank Tower in London into an artistic space that reflects New Balance's British background. The loft, which features reclaimed wood and brick, also functions to showcase the different furniture pieces produced by the participating student artists. Ten groups of students from Kingstone University came together to create these innovative chairs and sofas inspired by the New Balance brand and its products. The chairs are made of a medley of eco-friendly material, including recycled lamps, fabric and discarded foam, and are inspired by everything from New Balance's running shoes to its factory in Flimby in Cumbria, England.