NEW YORK — Bally has opened a 3,000-square-foot flagship at 689 Madison Avenue and the corner of 62nd Street here. The store, which offers men’s and women’s shoes, bags, accessories and ready-to-wear, replaces a flagship on Madison Avenue and 59th Street that closed in February.
The Swiss brand, which was founded in 1851, tried to balance its heritage with more modern aspects of its business, such as its shoppable Instagram account.
The store is located on the ground floor of the Cumberland House, a residential building protected by the Landmark Preservation Commission. “The exquisite design of the store and the layout of the Cumberland House create a sense of intimacy for the client experience while also presenting a narrative for each product category,” said Claudia Cividino, chief executive officer of Bally. “As one of the world’s oldest heritage brands, we’re finally appropriately situated in a location on Madison Avenue with the positioning and level of visibility that the brand deserves.”
Bally and David Chipperfield Associates created a shopping environment with an undulating timber wall that defines the space and divides it into four rooms. Custom displays made from American hemlock and aluminum feature an integrated lighting system that can be attached to any wall for flexible presentation.
Lacquered brass displays, plush arm chairs and ottomans are combined with midcentury-modern furnishings, including a Jean Prouvé Raw armchair and leather bench by De Sede. Wool and silk-blend carpets in pink and green separate the women’s and men’s collections, shoe area and accessories and ready-to-wear. A lounge area and felt fitting room can be closed off from the women’s area to become a VIP room.
Bally is celebrating the opening with a selection of exclusive products available only at the new flagship and online, including the fall Moxie bag with top handle for women; the Evita; archive-inspired Georgette sandals, and the new season Scribe capsule for men with a dress shoe and boot.
Bally’s shoes are heroes of the brand and received a signature design concept with a flexible presentation wall and an area for the company’s made-to-order program, which is available for men’s dress shoes and will expand to include the signature women’s Sommet handbag in June. The service will be offered in Bally’s other U.S. flagship in Beverly Hills.
“Our New York client base is largely domestic, but we’re well-recognized throughout Europe and beloved in Asia,” Cividino said. “While our collection has a global design influence, we recognize New York City as an international destination for luxury consumers. With this in mind, we put an emphasis on curating our assortments to ensure that unique elements and product discoveries are available for our global clients.”
Bally operates 19 stores in the U.S., including seven outlets and two airport units. “We recently opened freestanding stores in St. Maarten and Panama City, and we’re working on other upcoming projects in the region,” Cividino said. “We plan to reopen our store in at Tyson’s Corner Center in Virginia this fall. We also expect to fully renovate the remaining stores in the U.S. fleet by the end of 2018 to reflect the new Bally aesthetic.”
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