New Balance is redefining physical brand experience through two distinct activations. In New York, its citywide marathon celebration connects performance, community and running culture. In London, a new Covent Garden Brand Hub puts craftsmanship, innovation and collaboration centre stage. Together, they reveal how purposeful physical spaces can strengthen brand identity, deepen relationships and create lasting value.

Barbour turned heritage into something visitors could see, touch and understand. Tartan Reimagined: The Barbour Way explored the brand’s Scottish roots, evolving tartan, Re-Loved programme and craftsmanship through an immersive exhibition at Saatchi Gallery. From emerging designers to a working recreation of its South Shields factory, the experience showed how heritage stays relevant when it continues to evolve.

Louis Vuitton’s "Hotel Bangkok" is a masterclass in performative heritage. To mark 130 years of the Monogram, the Maison transformed a 1920s residence into a cinematic journey through its most iconic bags. From a "Neverfull Gym" to a "Noé Bar," the experience reimagines luxury as a place of passage rather than a static product. By blending archival storytelling with the atmospheric grit of a heritage site, LV proves that true icons don’t just endure, they travel.

Barbour’s Chengdu pop-up fuses British Tartan heritage with Shu culture, transforming Taikoo Li into an immersive space of tea, chess, and music. Visitors explore plaid-inspired design, tactile displays, and interactive storytelling, experiencing a cultural retail activation that celebrates tradition, craftsmanship, and personal style in a visually striking, memorable, and shareable way.

SDD24/40_04: Barbour has truly captured the essence of heritage design with its 'Icons in Quilting' exhibition in Covent Garden, London. In celebration of 30 years of the iconic Liddesdale jacket, the brand has transformed a Quilted Cube into an interactive showcase. This exhibition not only highlights Barbour's longstanding commitment to craftsmanship but also introduces an exciting collaboration with notable designers and personalities. The exhibition features restored and