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A look inside New Balance’s Brighton headquarters

Some say the new office building at Boston Landing looks like a cruise ship. Others say it resembles a shoe.

The Visitor Engagement Center was modeled after a chicken's foot, the basis for New Balance founder William Riley's perfect insole. Ryan Breslin/Boston.com Staff

In New Balance’s brand new headquarters, located at Boston Landing in Brighton, nearly every worker sports New Balance sneakers, often in flashing neon hues that glimmer as they make their way to meetings, or take a stroll down the miles of 2008 Olympic track that line each floor.

The footwear and fitness apparel manufacturer relocated about 700 employees to the 250,000 square-foot building at 100 Guest Street last year, but the impressive office space is still undergoing some construction.

New Balance's former headquarters were located at 20 Guest Street, just a short walk from its new headquarters.

New Balance’s former headquarters were located at 20 Guest Street, just a short walk from its new headquarters.

To attract young talent to the new world headquarters, New Balance incorporated communal workspace, interactive media, and sweeping views of the Boston skyline to their new digs. According to The Boston Globe, the company hopes to hire about 100 corporate workers per year (mainly from the 25- to 30-year-old demographic).

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New Balance has a coffee shop with a sign that says “Nobody Runs Like #Boston”, a phrase created after the 2013 Boston Marathon.

New Balance has a coffee shop with a sign that says “Nobody Runs Like #Boston”, a phrase created after the 2013 Boston Marathon.

Boston.com recently took a tour of the offices to get a better look at the sneaker company’s new space and work culture.

Sam Howe, New Balance’s enthusiastic “Welcome Ambassador,”  greets all visitors (including big hitters like tennis star Milos Raonic, or record-breaking distance runner Jenny Simpson) at the entrance, flashing a welcome message on a huge electronic display.

"The big screen welcomes big VIPs," Howe explained.

“The big screen welcomes big VIPs,” Howe explained.

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Howe said the display, featuring rotating video clips of the latest New Balance footwear and apparel, is meant to keep visitors and potential clients up to date on the company’s latest projects.

Sam Howe, New Balance's welcome ambassador.

Sam Howe, New Balance’s welcome ambassador.

Another feature of the new building is the Visitor Engagement Center, a central hub for people to shop or learn about New Balance. The center is designed to resemble a chicken’s foot, the model New Balance founder William Riley used to create the perfect insole.

Eventually, Howe said the New Balance headquarters will have an in-house shoe maker who will show visitors how the sneakers are made first-hand.

Eventually, Howe said the New Balance headquarters will have an in-house shoe maker who will show visitors how the sneakers are made first-hand. The shoes will be top-notch quality that visitors can actually wear out of the store, Howe added.

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Once construction is finished, the headquarters will feature a retail space for customers to shop. Currently, the offices also have a showroom where clients can see the latest technology and designs being incorporated to New Balance products. (Unfortunately, we weren’t allowed to take pictures there.)

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The New Balance world headquarters is the first part of a multi-phase project to create a health and wellness district, including a new Boston Bruins practice facility that will seat 600 fans, opening in September 2016. The area will also house a commuter rail station, a multi-sport event center with a raised track, retail space, a hotel, 295 residential apartments, and two more office buildings to be constructed by summer 2018.

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Amy Dow, a senior global corporate communications manager at New Balance, said there’s a big emphasis on momentum and fitness at the new offices.

Employees can work on personal health at the office’s fitness center, or play lacrosse on the rolling green hills outside the building.

Other employee perks include a $500 annual fitness reimbursement that covers any spending related to movement (gym memberships, sporting equipment, greens fees, ski passes), free parking, and a 40 percent employee discount on New Balance products.

Workers also get a free turkey on Thanksgiving, and free passes or discounts for Boston-area cultural institutions like the New England Aquarium and the Boston Children’s Museum.

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New Balance workers tossed a lacrosse ball outside the Boston Landing offices.

New Balance workers tossed a lacrosse ball outside the Boston Landing offices.

One room has a timeline proudly describing New Balance’s lineage, from 1906 to 2016.

Though New Balance enjoys reminding workers of its Boston-centric history, Dow said the company also enjoys inspiring employees with current athletes New Balance sponsors.

The Brighton headquarters is actively hiring for jobs in public affairs, product management, and global merchandising, among others.

William Riley founded the New Balance Arch Support Company in 1906, after watching how chickens seemed to have perfect balance while standing on their three-clawed foot and eating.

William Riley founded the New Balance Arch Support Company in 1906, after watching how chickens seemed to have perfect balance while standing on their three-clawed foot and eating.

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Dow said that for Marathon Monday, New Balance offices will be closed. Though the company is not an official sponsor of the race, New Balance has a campaign every April to celebrate running.

“We’ll be out celebrating the runners,” Dow said.

The new headquarters have glass windows that provide workers with expansive views of Boston.

The new headquarters have glass windows that provide workers with expansive views of Boston.

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