New Balance has been quite busy over the last year, with its countless drops of old favorites and new specialty collaborations. They are continuing the collaboration streak by joining forces with their New England neighbor, Concepts. The Boston based streetwear brand, Concepts is expanding the brand out of  Beantown and opening a Pop Up shop in New York City. This move has been several years in the making, and last week, it finally came into fruition.

The new space will operate as almost a showroom, instead of a typical storefront, where they can fully showcase each of their special collaborations. The layout of the store will change each time a new collection is highlighted.  In conjunction with the grand opening of the space, Concepts teamed up with New Balance to create the Concepts x New Balance 997 ‘Rose’. This pair of New Balance was created with a Moet inspired ‘Rose’ colored premium suede throughout the body of the shoe, with a 3M croc print to make it really stand out. The box that the shoes come in is croc-embossed and was designed to reflect high end champagne packaging.

The walls of the store feature Moet Rose champagne bottles and cork displays for the sneakers. The design of the ceiling is similar to the ceiling in their Boston based shop. For the opening of the event, plenty of Moet Rose was flowing, which was a perfect touch to tie in all elements of their theme.

In addition to the New Balance 997, Concepts also has a New Balance 496 that they designed that will be on display in their space next. Concepts has been around for almost 2 decades, and I’m sure with these types of moves, they will be around for many years to come. The store is located on – 225 Hudson St in New York, be sure to check their website for hours of operation.