Bally reopened its 350-square-meter Zürich store this July, showcasing the Swiss brand’s new visual identity in Europe for the first time. It will feature specially chosen vintage furniture as part of its décor. This follows the successful introduction of Bally’s new bricks and mortar concept in the New York flagship earlier this year.
With a heritage spanning over 170 years, Bally has consistently embodied historic quality and the Swiss design values associated with the brand’s DNA, from its legacy as shoemakers to the contemporary fashion house that it is today. It reflects true artisanal savoir-faire and an understanding of Swiss culture and design. As the brand enters a new era, Bally’s identity remains rooted in these enduring values of quality and beauty. The progression of the house aesthetics represents not just a novel idea but also an evolution in design—a conscious effort to align with the present, learn from the past, and embrace the future.
Setting the tone for the international roll-out of the refined Bally Haus aesthetic is the New York flagship in Manhattan’s Meatpacking district. Opened in April 2023, it artfully demonstrates the mixing of old and new, imagined in the style of an elegant apartment. By using pivotal pieces of carefully-sourced vintage furniture and curiosities alongside modernist elements of design, a sense of ambience is achieved in a space that lends itself to both commerce and and entertaining.
Now being seen in Europe for the first time, the Zürich Store is where Bally’s aesthetics evolve, focusing on metals and woods. The considered design pieces invite customers to immerse themselves in the curated world of the brand. The Safari Sofa by Archizoom—a captivating piece that has been part of important exhibitions since its debut in 1968—is iconic due to the profile of the backrest being shaped like a series of waves, evoking a sense of playful sophistication. Bally also incorporates Swiss design elements throughout the store, including lamps, materials, and other important elements that highlight its understanding of Swiss culture and design.
Inside the store, the brand aims to create a sense of home with night valets from Adnet and Fratelli. The goal is to step into a world that feels like a private home, with marble features, exclusive armchairs, and tables that complement the velvets and woods. Antique sculptures serve as focal points, unveiling the Bally Journey to visitors. The Germanic-style velvet chairs showcase repurposed pieces reconditioned exclusively for Bally. By combining diverse elements, a cosy atmosphere is created that pays homage to Swiss modernism. From the iconic Shogun lamp—designed in 1968 by Swiss architect Mario Botta and famed for its balance and simplicity of form—to the impressive “Twilight” standing lamp, made in Switzerland by John and Samantha Ritschl-Lassoudry, these pieces inspire and bridge the gap between heritage and design, while with modern pedestals from Studio Utte, Bally embraces the spirit of the present.
Architecturally, Bally’s spaces reflect Swiss design. The use of metals establishes a connection to modernity while also being reminiscent of the water’s surface, which is significant in Switzerland. Natural wood is essential to honor the brand’s heritage and the environment. Over 90% of the materials used, including repurposed aluminum and ecocertified woods, pay homage to the majestic forests found in the Jura Mountains, where the Bally house was founded.
Guests are welcomed into Bally’s new vision, inspired by Swiss luxury. The concept portrays an elegant modern apartment with neutral color palettes and carefully curated details. Oak wood parquet in a herringbone motif, along with crown mouldings, adds an industrial exposed feeling, linking cities to the new identity of Bally.