Bally is opening a new chapter with its showroom in Milan. The Swiss luxury footwear brand has an impressive showroom of over 2,400 square metres on four levels with a masterful décor worthy of the most beautiful theatres.
a showroom that looks like a theatre
A former theatre, transformed into a cinema until it closed in 1989, the space was previously used by Gucci for its shows. It has been fitted-out by the Milan agency Storage Associati, which maintained the original structure of this Belle Epoque building, with notably a ceiling height of nine metres. Particular attention has been paid to conserving the structural elements of the past, such as the brick walls that have simply been repainted, or the large tinted windows replaced with glass panels to let natural light enter.
The showroom’s entrance, which is revealed under an imposing dome, has been designed like a gallery, while the shoes are displayed on tiered shelves that imitate the seats of an amphitheatre.
a design-forward, modern showroom
The designers have chosen to blend fine, on-trend materials, such as red marble and brass used in the entrance, with more industrial decorative elements, such as the neon lights that spell out the brand name “Bally”. – See the “Dawn” Concept (page 24) from the RISE Theme in Promostyl’s Influences & Design SS19 for more inspiration – This unexpected mix of influences is also found inside the showroom: while the clothing is hung from slim brass rails, the room is scattered with chests of drawers upholstered in an egg yolk-coloured fabric. Tables and chairs in grey marble, created by the famous designer Jean Prouvé, have also been arranged in the space, adding a design touch in opposition to the building’s age-old elements. To add a precious luminous touch, gigantic pink rugs and velvet curtains have been arranged in the showroom, exaggerating the theatrical dimension of the space.
Located at number 42, Viale Piave next to the great Diana Majestic hotel, Bally’s architectural new showroom will no doubt attract fashion and design lovers from all over the world.