New Balance's Chengdu installation pairs a century of shoemaking with Daoming bamboo weaving, and the metaphor holds because it's technically true, both crafts bear strength through flexibility, shaping form through interlaced layers. Visitors trace provenance before product, watching cushioning technology rendered as kinetic sculpture and craft tools displayed side by side. The result proves heritage rather than simply asserting it.

For the seventh consecutive year, Golden Goose has completely reinvented its Forte dei Marmi flagship, this time as Frutteria Golden, an immersive Italian fruit market with wooden crates, chalk signage, and its signature Co-Creation studio. The address never changes. Everything inside it does. It's a masterclass in turning a single physical space into a renewable cultural asset, and a reminder that the best retail question isn't how to attract customers, but what makes them c

ASICS and JD turned Soho into a live cultural playground where wellness, music, style, and community collided under one roof. More than a pop-up, ASICS House functioned as a fully immersive brand world, blending Japanese-inspired spatial design with sneaker culture, workshops, sound baths, DJ sets, and interactive experiences. The result was a physical environment that shifted product storytelling beyond retail and into participation, emotion, and shared cultural energy.

Level Shoes’ takeover of BKRY in Dubai is a masterclass in "Lifestyle-Integrated Retail." To launch an exclusive New Balance 204L, the brand traded the mall for a sourdough bakespace. Featuring workshops, QR-enabled shopping, and custom bread-basket packaging, the four-day activation prioritised community over transaction. By merging the craft of baking with sneaker heritage, Level Shoes has created a high-dwell-time sanctuary that proves the future of retail is delicious.

On’s first standalone flagship in South Korea, located in Seoul’s vibrant Hannam district, is a masterclass in atmospheric retail. Inspired by the city’s nighttime running routes, the three-level space features a "cinematic urban landscape" of reflective surfaces and Han River-inspired lighting. With a dedicated basement running hub for community engagement and the debut of LightSpray™ technology, On has created a cultural anchor where performance meets Seoul’s kinetic spirit

Shoe Palace has opened its high-end "Nine Three" Flagship on Melrose Avenue, a concept that merges sneaker culture with the mystique of a Prohibition-era speakeasy. Featuring a private lounge for tastemakers and a design palette of marble, stone, and soft pastels, the store moves beyond traditional retail into an immersive "experience-destination." It’s a masterclass in heritage-led storytelling that positions the brand as a premier cultural curator.

Thom Browne’s "Office Fantasia" at Selfridges transforms the Corner Shop into a mid-century workspace where corporate order meets athletic speed. To debut his ASICS collaboration, Browne has designed a space filled with steel desks, blinds, and oversized water coolers. By showcasing technical sneakers in jewellery vitrines, the installation elevates performance gear to collectible design, proving that in 2026, the modern uniform moves fluidly between the boardroom and the tra

On’s first Kuwait flagship at The Avenues Mall is a 440sqm "Movement Hub." Beyond showcasing the brand's full Swiss-engineered range, the space is designed to foster local fitness culture through hosted runs and a strategic partnership with Barry’s. By featuring Kuwaiti Olympian Amal Al-Roumi, the brand anchors its global "Dream On" philosophy in local excellence. It’s a masterclass in how premium brands can scale across the GCC through community-first retail.

adidas Originals brings Lunar New Year to life with an immersive Spring Festival experience at Fotografiska Shanghai, blending youth culture, design, and heritage. Showcasing the China-exclusive Anfu and CHANGLE shoes, the activation fuses local insight, symbolic storytelling, and product innovation. It’s a strong example of how physical brand experiences can celebrate culture, create emotional connection, and turn retail into a meaningful, modern ritual.

On expands its London footprint with a new Kensington store, reinforcing the city as its most important global retail market. Positioned by Hyde Park, the space connects performance product with local running culture. Clean, site-specific design and integrated product storytelling turn the store into a community hub, not just a shop. A strong example of how future retail blends function, place and brand experience.

adidas Hybrid Hotel in East London redefines brand activations: a free, immersive recovery space blending red-light therapy, coaching, supplements, and The Circuit Suite for elite product testing. It turns wellness into experience, making performance accessible to all while deepening brand connection and showcasing future retail possibilities. This is experiential retail at its best, interactive, purposeful, and human-centred.

New Balance’s renovated Harajuku flagship shows how physical retail becomes a true brand home. More than a store, it’s a living expression of craft, community and identity. The space blends heritage with future performance, proving retail isn’t about transactions but connection. By creating a human, timeless environment, New Balance turns its flagship into a cultural touchpoint where brand, story and experience come alive.

On Running opens its largest Greater Bay Area store in Guangzhou, creating an immersive space inspired by Tianhe Park’s running routes. With coffered ceilings mimicking tree-lined paths, shimmering light, and earthy tones, the store blends urban nature with an active lifestyle. Playful oversized shoelace installations and new capsule collections turn the space into a dynamic brand experience that connects design, movement, and community.

Nike’s King’s Road store reopens as a celebration of the modern female athlete — blending performance, fashion, and heritage. Inspired by the winged goddess of victory, it merges sculptural design, curated edits, and storytelling to redefine sport as lifestyle. Retail becomes empowerment: a space where women feel seen, inspired, and unstoppable.

Saucony’s Tracing the Source of the Stream pop-up in Guangzhou blends the brand’s running heritage with the city’s water culture. Inspired by Saucony Creek, the space uses flowing wood and stone design to mirror movement. Featuring interactive zones, product showcases, and a co-branded café with Green House, it connects sport, culture, and community. More than a retail moment, it’s an immersive journey celebrating flow, heritage, and the beauty of motion.

HOKA brings the wild to the city with its “City Walk” pop-up in Chengdu — a sensory journey where outdoor spirit meets urban life. From volcanic rock walls and custom scents to a GORE-TEX lab and café, every zone blends exploration, innovation, and design. Connecting product performance with lifestyle storytelling, it’s a seamless fusion of nature, technology, and community — proving that adventure can thrive anywhere.

Adidas opens a new concept store in Shanghai’s Xintiandi, blending heritage and innovation. Inspired by Art Deco and Shikumen architecture, the space features mosaic tiles, brass inlays, and lush greenery. A sculptural 3D Trefoil anchors the design, merging art and identity. Raw metal details add an industrial edge, while the tranquil courtyard feel celebrates Shanghai’s past and future. A masterclass in cultural storytelling and experiential retail.

New Balance brings the 204L launch to life in Shanghai with a 4-floor art and lifestyle pop-up. Each level embodies a colourway—white, brown, silver—through immersive design, from floral courtyards to mirrored terraces. Guests explore themed spaces, customise shoelaces, and unlock limited-edition prizes. Blending sport heritage with cultural storytelling, the 204L experience turns a sneaker drop into an elegant, shareable journey.

Axel Arigato lands in Dubai with a surreal new store at Mall of the Emirates. Designed by Jens Werner, the space blends Scandinavian minimalism with desert-inspired tones, anchored by a sculptural “bubble” installation that transforms retail into art. Signature yellow accents, organic podiums, and a first-ever mannequin artwork by Jon Buck redefine the shopping experience. More than a store, it’s a cultural hub for community, collaboration, and creativity.

On lands at Bangkok’s ICONSIAM with a flagship that fuses Swiss precision and Thai inspiration. Drawing from Khon Kaen’s Blue Spring, the 826 sqm store features natural textures, curved design, and an interactive Magic Wall showcasing On’s innovations. Divided into zones for running, training, lifestyle, and tennis, it doubles as a hub for the city’s running community with workshops and run clubs. More than retail, it’s a cultural destination blending performance, storytellin

Nike Running @ The Corner in Nordstrom NYC blends performance, lifestyle, and community. Showcasing Pegasus, Vomero, and Structure alongside women’s apparel and customization, the space hosts weekly runs, recovery workshops, and tutorials. More than a pop-up, it’s a retail clubhouse that inspires connection and celebrates running culture, merging Nike innovation with Nordstrom service to transform shopping into shared momentum and storytelling into community fuel.

adidas Originals lands in Cairo with a striking new concept store at Mall of Arabia. Featuring a glowing blue trefoil, sleek design, digital storytelling, and an iconic sneaker wall, the space blends lifestyle, sport, and fashion into one immersive experience.

Champion took flight in Shanghai with a bold weekend pop-up at No. 193 Anfu Road. Inspired by its “Flying Wings” heritage, the immersive space reimagined sport, style, and movement through retro motifs, racing and ballet aesthetics, and hands-on workshops. Visitors stepped into a world where fashion broke boundaries, sneakers became art, and identity flew free. The result? A cultural moment that fused retail theatre with real community energy, championing creativity at every

Golden Goose brings Italian charm to Bodrum with Fioreria Golden, a floral pop-up at the Mandarin Oriental. Set in a greenhouse-style boutique, this immersive space blends artisanal spirit, exclusive drops, and weekly flower-themed workshops. With vibrant blooms, Co-Creation stations, and live DJ sets, it’s more than retail, it’s a sensory celebration of craftsmanship, creativity, and community. A standout summer activation where tradition meets luxury.