We recently teamed up with Omnicom / Clemenger BBDO and New Balance to celebrate the opening of the brand's new store at QV Melbourne, right in the heart of the CBD.

Fittingly, the launch leaned into grey, New Balance's signature colour and one of the most recognisable calling cards in the game. Grey has been core to the brand since the 1980s, chosen to stand out against the concrete and asphalt of the road while everyone else chased loud, synthetic colours. It has come to stand for the brand's craft, quality and quiet confidence, so a store opening built around grey felt like the perfect way to mark New Balance planting a flag in Melbourne.

Our team ran a live tote bag personalisation activation to bring it to life. Guests picked from three pre-branded designs made just for the launch, each one a nod to iconic Melbourne, from the Greville Records storefront to an outdoor basketball court to a photo booth and skater scene, all sitting under the New Balance wordmark on a grey marl tote. They then made it their own, adding their Melbourne postcode live on the blank side at our heat press before walking out with it there and then.

Across two press stations we kept a steady flow all evening and popped 250 bags across the night, no long waits, just people picking a design, calling out their postcode and leaving with a bag that felt like theirs. We had a great time bringing the activation to life alongside the teams at New Balance and Omnicom, and helping open the doors on their new Melbourne home.

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