New Balance will celebrate the opening of its newest store at Villaggio Mall with a floating fashion show that will turn the mall’s indoor canals into a runway for the first time.
Taking place on 3 September 2026 from 5pm, the opening event will showcase New Balance’s latest collections aboard a fleet of gondolas travelling through the waterways.
Mall visitors will be able to watch the show from alongside the canals, bringing together fashion, movement and the distinctive setting of one of Doha’s most recognisable retail destinations.
Villaggio canals to become a fashion runway
For the first time, Villaggio Mall’s iconic indoor canals will form the setting for a floating fashion runway.
Rather than a traditional catwalk, the latest New Balance collections will be presented from gondolas moving along the water, giving visitors throughout the mall a front-row view of the show.
The concept puts one of Villaggio’s best-known features at the centre of the store opening while creating an experience that extends beyond the products themselves.
Through the activation, New Balance aims to bring together sport, style, culture and community as it expands its presence in Qatar.
Mediterranean-inspired experiences extend beyond the runway
The fashion show will be accompanied by a series of interactive experiences inspired by the atmosphere of a Mediterranean summer.
Inside the store, the Fresh Market will introduce a playful market-inspired experience for visitors. Meanwhile, Pearls of Purpose will feature embroidered patches carrying different messages that guests can choose and make their own.
Personalisation will continue through hot stamping, patches and a charm bar, allowing visitors to customise items and take home something connected to the opening celebration.
The experiences will run throughout the weekend, extending the launch activities beyond the fashion show itself.
New Balance Villaggio Mall opening set for 3 September
The New Balance Villaggio store opening and floating fashion show will take place on 3 September 2026, starting at 5pm.
The event will mark the arrival of the brand’s newest store in Qatar while introducing a new use for Villaggio Mall’s canals as a setting for fashion and retail experiences.
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