New Balance's new store, "New Balance ROPPONGI 19:06," will open on the first floor of Tokyo Midtown on May 19th.

This is the world's first store based on a lifestyle concept. The store name, "19:06," is a reference to 1906, the year the brand was founded, and is expressed in the form of a digital clock, representing the brand's more than 110-year history and its attitude of continuing to tick away time and evolve. The store's design, based on the brand concept of "BETA = continuing evolution," is a smart space that can be transformed into various shapes, and the interior uses concrete and warm wood reminiscent of a stadium. The interior demonstrates the coexistence of sports and lifestyle.

Following on from the 44 pairs of limited edition 3D printed running shoes sold in Boston in 2016, the store will also be selling the first 3D printed shoes in Japan, the "MS066" (38,000 yen), as well as a number of limited edition and collaboration products, including the "Special Tee" (14,000 yen/exclusive to this store), which is made using the same knit as the 3D printed running shoes and sewn using the whole garment method, "Whole garment fresh sleeve" (18,000 yen), "Whole garment shorts" (15,000 yen), and "Whole garment wide quarter pants" (20,000 yen).