Role: Space Designer
Firm: Aolab
Client: New Balance
Core Deliverables: Spatial Strategy, Custom Furniture Design, Interactive Installation Oversight
Project Narrative
The New Balance Shanghai Content Factory (SCF) was designed as a high-energy “brand engine” for content creation. As the lead Space Designer, I translated the brand’s global philosophy, “Our Passion in Motion," into a physical environment that balances high-performance workspace functionality with immersive event activation.
Technical Execution & Impact
- • Experiential Space Planning: Developed the comprehensive spatial strategy for the SCF’s grand opening. I optimized the floor plan to accommodate a high-volume flow of employees through interactive zones, ensuring a seamless transition from the "DIY Picture Frame” ceremony to the permanent collaborative hubs.
- • Custom Modular Fixture Design: Engineered a bespoke furniture system featuring branded wooden modules and display crates. These units were designed for dual-purpose use: serving as high-impact merchandising fixtures for New Balance products and as flexible, modular partitions for the content factory floor.
• FF&E Selection & Working Hub Design: Curated the furniture package for the SCF’s permanent "Working Hub." I focused on selecting industrial-inspired, high-durability pieces that fostered a collaborative atmosphere while maintaining the "Our Passion in Motion" brand aesthetic.
• Collaborative Design Execution: Worked closely with the creative team to ensure the physical environment provided the necessary infrastructure for large-scale brand graphics and interactive employee activations.