Projects

BALLY RETAIL ARCHITECTURE

An essential component of Bally’s reinvention from a storied shoe-maker into a globally coveted, fully realized luxury brand involved a complete reimagining of the in-store experience.

As Bally was evolving, moving into a full range of lifestyle categories, such as ready to wear clothing, leather bags and accessories, the project demanded a beautiful and flexible space that would accommodate a changing, seasonal merchandise mix.

Whilst remaining true to the company’s legacy of Swiss craftsmanship, BassamFellows created a spatial piece of architecture, which contained moveable furniture to constantly meet the needs of the luxury brand. A beautifully realized piece of architecture in its own right, the space looks as good without furniture as it does with it. As such, the adaptable space can perfectly accommodate exhibitions, events or performances.

The store’s ingenious design consists of three elements - the shell, the blocks and the furniture. A block system was chosen for its adaptability, emphasizing the product rather than the furniture that contains it. Product is thus showcased as if in a museum, easily viewed from all angles but able to be touched and tried for closer inspection. Celebrated, but accessible. The wood shell then warms the environment, creating a sensual cocoon to encapsulate the blocks.

Wood was chosen for its sense of luxury and intimacy. A pattern of oak boards, appearing on the floor and walls, is handled in a very organized way following a grid pattern that affects the set-out dimensions of all walls. This affords a sense of rationality and rhythm and creates a sense of order. The wood surfaces also add the warmth of craft as well as surface color and texture. Wood corners are simply butted, overlapping on alternate courses.

On a more intimate scale, furniture elements are constructed from solid, carved walnut. They are intended as individual furniture pieces that could stand alone outside of the store function. The furniture pieces designed for the project, including the Tractor Stool, the Stacking Trays, and Tray Rack Tables formed the genesis of the BassamFellows ‘Craftsman Modern’ furniture collection.

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The project, which demanded a beautiful and flexible space that would accommodate a changing, seasonal merchandise mix, included clever design elements such as pantry-style pull out storage, which housed trays containing smaller leather goods.

Paul Warchol

Making an entrance; wood was chosen for its sense of luxury and intimacy.

Paul Warchol

The furniture pieces designed for the project, including the Tractor Stool, the Stacking Trays, and Tray Rack Tables, formed the genesis of the BassamFellows ‘Craftsman Modern’ furniture collection.

Paul Warchol

BassamFellows created a spatial piece of architecture, which contained moveable furniture to constantly meet the needs of the luxury brand.

LEAD IMAGE

An essential component of Bally’s reinvention from a storied shoemaker into a globally coveted, fully realized luxury brand involved a complete reimagining of the in-store experience.

Paul Warchol