BALLY

Bally’s new London flagship on 106 -112 Regent Street is located on the city centre’s famous thoroughfare and housed in a historic Regency building. Boasting a columned façade and windows framed by antique trim, the boutique sees the latest installation of the global Bally Haus concept, driving synergy among the company’s retail outposts. Celebrating Bally’s 170 - year heritage, Bally Haus honours the brand’s Swiss pillars of art, architecture and craftsmanship through contemporary design and natural materials. First launched in September 2019 on Milan’s Montenapoleone, Bally Haus’ experiential environment offers new ways of shopping with a multi - functional format that lends itself to cultural programming, including film screenings, panel discussions and exhibitions. Conceived in collaboration with Seen Displays, a London-based creative design and production agency, Bally Haus London’s interior is inspired by the city’s geological and architectural history. A prevalent design theme centres around London clay, which forms the bedrock of the Thames underground to the building blocks of the city’s iconic landmarks above ground. A focus on materials creates an open, flexible space with visual contrasts, a central Bally Haus feature. Light and dark marble flooring meets earthy, red stones, terracotta shelving displays and natural millwork. At the store’s entrance, an expansive LED screen introduces unique 360 content for digital campaigns and collections. Reflecting London’s progressive work in material innovation and circular design, Bally further commissioned local materialist and maker James Shaw to create specially designed furniture and fixtures using rammed “earth” material inspired by the city’s foundational clay. The resulting pieces, such as bespoke footwear risers, bookends and midfloor fixtures, are repurposed by Shaw from local waste plastic as hand - extruded, high - density polyethylene and polypropylene sculptures.