“With multi-city launches like this, the challenge is speed without compromise,” says Tom D Morgan, Founder and Creative Director, TDM.Space. “Our system allows New Balance to go from ribbon cutting to global PR in hours, with imagery and film that look and feel identical across every market. That consistency is what makes the rollout truly international, rather than just a series of local events.”
Between April and June 2025, TDM.Space partnered with New Balance to deliver creative production across 15 store openings in Europe. Locations included Kildare, London, Leeds, Munich, Rome, Berlin, Barcelona, Swindon, Lisbon, Parndorf, Bridgend, Glasgow, Roosendaal, Metzingen and Faro. One standout moment came on 20 June, when store launches were captured in Bridgend, Glasgow and Roosendaal — all in the space of a single morning.
TDM.Space worked in close collaboration with New Balance teams across the EMEA region and its Boston headquarters. The production covered simultaneous store events, capturing key moments across different countries in rapid succession. In Leeds and Munich, for example, store launches were held on the same day, with TDM.Space deploying small, fully briefed crews for photography and video. High-resolution imagery was delivered within 24 hours, with video edits finalised shortly afterwards.
“We keep our crews lean and fully aligned with the client’s brand framework,” says Morgan. “That means we can deliver press-ready stills within hours and full video edits by the next day. That speed and reliability is what keeps the momentum of a global rollout intact.”
This pace continued with the reopening of New Balance’s Oxford Street flagship in London, launched simultaneously with the Rome store. Again, press-ready images were turned around on the same day, with complete content assets delivered within 24 hours, aligned to the brand’s global creative standards.
Pre-production played a central role in delivering at this scale. TDM.Space developed location-specific plans covering travel, crew logistics and site support. Where possible, compact one to two-person teams were used to maximise flexibility. These were supported by structured briefing folders, shared documentation and live feedback channels, ensuring a coordinated approach from planning through to delivery.
Post production followed a defined workflow, with six retouched images available within hours of each launch. The complete suite of stills and video was ready the next working day. All content followed pre-established grading, colour treatment and formatting guidelines, enabling immediate deployment for marketing and PR without the need for further alignment.
As the rollout progressed to Barcelona, Swindon, Parndorf and beyond, TDM.Space applied the same process and delivery pace. Locations including Berlin, Roosendaal and Metzingen saw similarly efficient deployment, reinforcing the importance of consistent production across diverse markets.
TDM.Space has been a trusted partner for a range of New Balance projects, including work in Lisbon, Bridgend, Mall of Scandinavia, Stockholm, Barcelona and Rosendaal.
By retaining full control over both creative execution and logistics, TDM.Space enabled New Balance to maintain momentum while upholding the premium visual standards expected across global markets. The project underscored the operational value of a unified production model, where brand vision and content delivery remain consistently aligned. With its in depth understanding of New Balance’s brand requirements and proven ability to deliver under tight deadlines, TDM.Space has demonstrated its capability as the ideal partner for large-scale multi-location retail campaigns.
“Our role was to ensure absolute consistency across every market. Same look, same standard, no matter the city,” Morgan adds. “By managing everything centrally, we removed the fragmentation that usually slows brands down.”
