New Balance and Avex Creator Agency have partnered to present the “GREY ART MUSEUM,” an art exhibition celebrating the brand’s iconic grey color and enduring craftsmanship. Held from May 16 to 31, 2025, at WALL_alternative in Tokyo’s Nishi-Azabu district, the event coincides with “Grey Days,” New Balance’s annual celebration of its signature shade. Five contemporary artists—Shu Ogasawara, Hide Kaneko, Ryo Shinagawa, Michiko Tsuda, and Iori Nagashima—have been commissioned to interpret the brand’s heritage through a series of new works curated around the thematic pillars of “Masterpiece,” “Seamless,” “Timeless,” “Running,” and “Urban.”
The exhibition also features a rare display of the “Made in USA 1300JP,” a model revived only once every five years. Originally launched in 1985, the 1300JP exemplifies New Balance’s commitment to quality manufacturing, with visitors able to view both the product and a behind-the-scenes video of its production process. This year’s version is set to release on May 29, following a lottery-based reservation period starting May 19.
Reflecting the brand’s dedication to detail and material integrity, the event also includes an exclusive food and beverage program crafted in collaboration with artisanal producers. “Grey Nu,” a custom noodle developed with Fukiseimen Kenkyusho, features bamboo charcoal and Japanese wheat for a smooth texture. The venue’s signature vanilla shake is reimagined with domestic black sesame from 140-year-old specialist Wadamann, while Domaine de Tengeiji, a winery in Hokuto, Yamanashi, provides a limited-run natural wine lineup packaged for the occasion. Also on offer is a rare “Silver Needle” grey tea curated by Kyoto’s 7T+ lab.
Each artist offers a distinct lens on the theme of “Grey.” Ogasawara’s granite sculpture of a well-worn New Balance sneaker underscores the lasting bond between body and time. Kaneko presents diptychs based on collaged brand logos rendered in gradients to evoke sunrise and sunset. Shinagawa contributes three mixed-media works including silver and ink interpretations of camellia, displayed along the stairwell to highlight the notion of timelessness. Tsuda, known for installations that blend video, movement, and perception, showcases a reinterpretation of her piece “Looking Back,” featuring delayed camera projections and a running route she drew from Nishi-Azabu to Roppongi—complete with heart rate data and take-home maps for visitors. Nagashima presents two new urban landscape paintings grounded in greyscale tones, depicting city life with New Balance at street level.
The exhibition was previewed at an opening event attended by New Balance Japan’s marketing director Ken Suzuki and Avex Creator Agency CEO Shinsuke Kato, who emphasized the importance of “Grey Days” not only as a celebration of color but as a broader cultural statement. Suzuki noted the rarity of a global brand anchoring an event around a color rather than a product, framing it as a way to reflect on heritage without succumbing to nostalgia. He underscored the significance of collaboration with artists who offer fresh perspectives, particularly those who may not already be immersed in sneaker culture. This effort, he added, reflects the brand’s evolving engagement with storytelling and craftsmanship—qualities that New Balance sees as closely aligned with the artistic process.
Also present were representatives from Domaine de Tengeiji and Fukiseimen Kenkyusho, who spoke about the philosophy behind their contributions to the menu, reinforcing the exhibition’s central motif of tactile, material authenticity. For many visitors, food served as an accessible and flavorful gateway to New Balance’s ethos, complementing the conceptual artworks with sensorial craftsmanship.
Curators from “MEET YOUR ART,” New Balance’s cultural partner in the project, highlighted the rigorous attention given to aligning artists with the five core themes. Each was chosen not simply for their medium but for how their practice reflected process, intention, and a shared respect for making. The choice of Ogasawara, for instance, was guided by his dedication to ancient stone-carving methods, while Tsuda’s long-standing integration of running into her work made her an ideal voice for that concept. This curatorial alignment echoed throughout the venue, from the conceptual artworks to the carefully sourced menu items.
“GREY ART MUSEUM” offers a sensory and intellectual experience that brings New Balance’s core values to life through contemporary art, gastronomy, and collaborative storytelling. The exhibition runs daily through May 31, 2025, from 6 PM to midnight at WALL_alternative. Admission is free and no reservation is required.
Exhibition Information
Event: GREY ART MUSEUM
Dates: May 16 (Thu) – May 31 (Sat), 2025
Hours: 6:00 PM – Midnight (Last admission at 11:30 PM)
Venue: WALL_alternative
1F ZENON Sakurazaka, 4-15-2 Nishi-Azabu, Minato-ku, Tokyo
Admission: Free (No reservation required)
Organizer: New Balance Japan × Avex Creator Agency
Official Website: https://shop.newbalance.jp/shop/e/eEnb-greyday
