Bally is a Swiss luxury brand established in 1851, anchored in an exceptional heritage of shoemaking.
The concept for their Milan showroom comes from the desire to bring the Bally story to life while preserving the history within the walls of this Milanese landmark, which was first the Kursaal theatre and in 1925 was transformed into a cinema.
The main idea and intention were to keep some key elements from the past linking them to contemporary and modern attitudes of Bally’s brand.
Today Bally offers unique designs across shoes, accessories and ready to wear, driven by a strong, retro sportswear aesthetic.
Designed as an open space amphitheater, Bally ‘s showroom is made of moving parts.
The entrance was designed as a gallery space with a rotating display of new works – connecting with the community and providing a window into Bally. This is the foyer of our theatre.
The space was built in two sections – the first being lower and the second higher, reaching 9 meters.
The sections are clearly divided by a strong line of brass that covers the floor and walls.
The higher space is dominated by 6 wide arch windows which allow a cascade of natural light.
Walls are made of cast concrete, as an ode to Swiss architecture, retaining the character and frames of the building’s original structure.
Throughout the space this muted color palette is followed by grey resin flooring and, but we find some highlights with heritage materials such as Bally red marble and brass.
For example at the entrance floor handmade brass ‘bolts’ were inserted into the grey resin floor, mirroring the octagon shaped structure of the dome roof, evoking the idea of craftsmanship and detail.
Photographies by Alberto Strada