Bally Unveils its New Visual Identity in Europe: Zürich Store Reopens in July

Bally, the iconic Swiss brand with a history spanning over 170 years, is proud to announce the reopening of its 350-square-meter Zürich store this July, showcasing its new visual identity in Europe for the first time. The store will feature specially chosen vintage furniture as part of its décor, further exemplifying its commitment to combining its historical roots with a contemporary outlook. This evolution follows the successful launch of Bally's new brick-and-mortar concept earlier this year in the flagship store located in the vibrant Meatpacking district of New York City.

From its origins as a shoemaker to becoming a renowned fashion house, Bally has consistently embodied the highest standards of historical quality and Swiss design values ingrained in the brand's DNA. With authentic artisanal savoir-faire and a deep understanding of Swiss culture and design, Bally's identity has remained rooted in enduring values of quality and beauty. As the brand embarks on a new era, it retains these timeless qualities while consciously aligning with the present, learning from the past, and embracing the future.

Bally's refined aesthetic was first introduced in the New York flagship store, which opened its doors in April 2023. The store's interior artfully blends vintage furniture and curiosities with modernist design elements, creating an ambiance inviting commerce and entertainment. The space resembles an elegant apartment and is a perfect example of the brand's commitment to harmoniously integrating the old with the new.

Now presented in Europe for the first time, the Zürich store takes Bally's aesthetics to a new level, focusing on metals and woods. The carefully chosen and curated interior design pieces offer customers an immersive experience in the brand's world. Highlighting iconic pieces like the Safari Sofa by Archizoom, which has drawn audiences since 1968, the store blends playful sophistication with Swiss design elements.

Inside the Zürich store, Bally aims to create a sense of home for its customers, incorporating night valets from Adnet and Fratelli, marble features, exclusive armchairs, and tables that complement the velvets and woods. Antique sculptures serve as focal points, unveiling the essence of the Bally Journey to visitors. The Germanic-style velvet chairs, repurposed exclusively for Bally, add to the cozy atmosphere, paying homage to Swiss modernism.

Bally's architectural spaces echo the essence of Swiss design, with metals establishing a connection to modernity and resembling the surface of the water, an essential element in Switzerland. Natural wood remains a central feature to honor the brand's heritage and commitment to the environment, with over 90% of materials, including repurposed aluminum and eco-certified woods, paying tribute to the majestic forests of the Jura Mountains, where the Bally house was founded.

Inspired by Swiss luxury, Bally's new store concept exudes elegance and sophistication. With neutral color palettes and meticulously curated details, the store resembles a modern apartment, with herringbone oak wood parquet and crown moldings adding an industrial yet exposed feeling, tying cities to Bally's new identity.

As Bally's Zürich store opens, visitors will be captivated by the brand's evolution, seamlessly blending its heritage with the spirit of the present and an eye on the future. The Swiss values of quality, beauty, and design are deeply embedded in every store's identity, reflecting Bally's unwavering commitment to excellence. bally.com