After opening its first European Experience Store in Barcelona, New Balance has opened its first Italian store according to this new concept in Bologna.

The new flagship store has opened in Via Toschi 2 at the corner with via Clavature in the very heart of the city centre, a short walk from Piazza Maggiore.

The 75sqm store occupies two floors, in an area of the city that recalls the East Coast of the US, where the brand was born in 1906. The interior is characterised by precious woods, exposed red-brick and steel elements.

The ground floor presents the men’s and kid’s lifestyle collections and the mezzanine offers running performance for men, women and kid's, as well as the women's lifestyle collection. All of the sneakers offered by the company are top-quality products that are all produced in either the US or the UK.

The opening of the first New Balance Experience Store in Bologna adds to the recently opened stores in Rome, Lecce, Bolzano, Bergamo and outlets in Vicolungo (near Novara) and Noventa di Piave (near Venice). The brand plans to open two additional flagship stores in Milan and Verona.