Bally Opens Its New York Flagship Downtown With a ‘Bally Haus’ Concept in Manhattan’s Meatpacking District

The Swiss luxury brand’s 170 - year anniversary punctuates a new multi-functional, 3,200 - square - foot space, seamlessly integrating offline and online shopping experiences to court fashion’s post-pandemic consumers.

Located on 58 Gansevoort Street in Manhattan’s historic Meatpacking District, Bally’s new U.S. flagship joins a vibrant downtown setting of culture, shopping, entertainment and dining in steady recovery from the global pandemic. A lifestyle hub for the local community and domestic travelers with the Whitney Museum of American Art, The Standard Hotel, The High Line and Little Island parks, the Meatpacking District is a dynamic destination frequented by a broad, young audience.

The New York store sees the stateside roll out of Bally’s global flagship concept Bally Haus, first launched on Milan’s Montenapoleone in September 2019. Bally Haus honors the Swiss pillars of art and architecture, marrying a legacy of craftsmanship with contemporary design and natural materials. Evolved for New York City, in collaboration with creative design and production agency Seen Displays, Bally’s new boutique is inspired by the angular lines of Manhattan’s grid, which uniquely pivots in the Meatpacking District.

Mimicking the spatial divide of the surrounding cobblestone streets, the store interior features light, natural textures on the left, and earthy clay tones on the right, reminiscent of the brickwork of Meatpacking’s industrial and architectural past. More visual contrasts create a tactile journey, as with a corrugated wall made of recycled FSC-certified cardboard from innovative studio Paper Factor, opposite soft, plush carpeting and velvet fabrics.

Artist Tessa Silva was further commissioned to layer unique materiality to the plinths within the store, creating marbled biomaterial sheets in a bespoke, complementary color palette. Through a series of experiments, Silva developed this medium using surplus milk protein sourced from a raw dairy farm, subsequently extruding it from deadstock fabric molds for a concrete - like feel. The finished product is fully compostable, and may be used as fertilizer at the end of its lifecycle.

Importantly, the boutique layout is a fully adaptable, multi-functional space that transforms selling into entertaining, with modular fixtures and furniture lending themselves to cultural events such as film screenings, panel discussions and exhibitions. Oak shelves are easily removed, as with other display elements, or interchangeable based on the store’s needs.

In the boutique’s entrance, an immersive, wrap-around digital screen creates a gallery effect amplified by LED walls and small screens displayed throughout the interior. These virtual tools place the customer first with unique 360 content, in addition to custom services, from color variations to social sharing. This seamless journey provides new ways of engagement, leveraging digital integration to support the customer experience.

Bally Haus New York replaces the brand’s former outpost on Madison Avenue in the Upper East Side. This move, which is followed by subsequent openings in London’s Regent Street and Sydney’s George Street, is an opportunity for the company to relocate to more lifestyle - driven hotspots, or shopping destinations of the future. The store will also feature limited -edition products, including Spring / Summer 2021’s Crystalia tote bag with an exclusive leather-embossed patch displaying Bally Haus New York’s street and city name.

Redefining the store’s purpose, Bally Haus New York serves as a holistic brand anchor and experiential touchpoint for the Americas, with rotating and experimental pop- up installations. In October, Bally Haus New York will feature the exclusive U.S. debut of Bally Hike, an outdoors- inspired capsule collection created in collaboration with renowned fashion stylist Robert Rabensteiner.

“We are excited to open the doors to our New York flagship after this challenging period. Curated as a multi- functional ‘boutique’ in a dynamic lifestyle hub, Bally brings its timeless style to the heart of Manhattan. Bally Haus New York truly represents the identity of the brand today, where our commitment to sustainability goes hand-in-hand with our dedication to craftsmanship and design. Featuring tailor-made experiences for our customers, the physical integrates with the digital through omni-channel services that put convenience and engagement at the core of our retail strategy.” – Nicolas Girotto, Bally CEO.

ABOUT BALLY

Bally is a Swiss luxury brand established in 1851, with a rich heritage in shoemaking, and a longstanding relationship to architecture, arts and the environment. Today, the brand offers unique designs across shoes, accessories and ready-to-wear, driven by a dedication to craftsmanship and a contemporary aesthetic. Bally has over 320 retail stores and 500 multi-brand points of sale spanning across 60 countries worldwide, including a global e-commerce platform serving 58 countries. For more information, please visit Bally.com