# Athletic Brand-Inspired Art New Balance London Experience Center Showcases Sport & Craft By Katherinev123 | Published 2012-08-07 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/new-balance-london-experience-center References: [popsop](http://popsop.com/57498) & [newbalance](http://www.newbalance.com/London-Experience-Center/london_experience_landing_page,default,pg.html) The [New Balance](https://www.trendhunter.com/trends/grey-days) 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](https://www.trendhunter.com/trends/new-balance-mt10t) to its factory in Flimby in Cumbria, England. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 90% | Activity: 67% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What Makes This Trend Stand Out - **Artistic Collaboration:** Opportunity for brands to collaborate with artists and design students to create unique and immersive experiences. - **Brand Identity Integration:** Potential for brands to integrate their identity and story into physical spaces by incorporating elements that reflect their background and products. - **Sustainable Materials:** Growing trend of using eco-friendly materials and repurposed items to create innovative furniture designs. ### Sectors Adopting This - **Sporting Goods:** Sports brands can explore partnerships with artists and design students to create experiential spaces that showcase their products in an artistic and immersive way. - **Furniture Manufacturing:** Furniture manufacturers can embrace sustainability by using recycled materials and collaborating with artists to create unique and eco-friendly designs. - **Retail Design:** Retail brands can develop innovative store concepts that integrate their brand identity and tell their story through art and design collaborations. ## Related on Trend Hunter - [Branded Newspaper Kiosks](https://www.trendhunter.com/trends/grey-days.md) - [Sneaker-Inspired Art Exhibitions](https://www.trendhunter.com/trends/jerry-haha.md) - [Neutral Tonal Lifestyle Footwear](https://www.trendhunter.com/trends/9060-sneaker-colorway.md) - [Colorfully Immersive Retail Experiences](https://www.trendhunter.com/trends/athletic-propulsion-labs-store.md) - [Experiential Running Shoe Shops](https://www.trendhunter.com/trends/sportsshoes.md) - [Nature-Reconnecting Art Installations](https://www.trendhunter.com/trends/highwood-installation.md) - [Y2K-Inspired Vibrant Art Exhibitions](https://www.trendhunter.com/trends/jerry-haha-cherry.md) - [Collaborative Sporty Exhibitions](https://www.trendhunter.com/trends/spezial-fc.md) - [Sneaker-Inspired Chair Concepts](https://www.trendhunter.com/trends/markvonrama.md)