Last week sportswear brand New Balance opened a flagship store in Boston with a focus on helping shoppers make decisions about buying shoes.  Named ‘the Line Up’ by New Balance, the experience uses embedded RFID tags to trigger content on in-store screens when shoes are picked up from a wall display.

The store also plans to have an interactive altar — a Microsoft Surface table which would recognize the shoes placed upon then and provide information about the shoe and the story behind it.

This is a similar concept to that of adidas who have been using similar technology in their flagship store on the Champ Elysees, Paris since 2007.  Take a look at the video below: