Bally has just opened its flagship store in Beverly Hills, Los Angeles with world renowned ...

April 26, 2016

Bally has just opened its flagship store in Beverly Hills, Los Angeles with world renowned architect David Chipperfield. Similarly to the London store, David Chipperfield Architects based the interior design of the Bally Beverly Hills store on a 1920s Bally store designed by Modernist architect Marcel Breuer, who also designed the Brutalist New York building that The Met museum has taken over.

The new store, located at 340 Rodeo Drive, features a bold red-hued marble facade that contrasts with the whitewashed storefronts of neighbours Tom Ford and Emporio Armani. This material, which alludes to the brand’s signature red and white stripe, wraps around the external wall and is repeated on the interior.

Inside, the brand’s collections are set over two floors. The ground floor is devoted to the women’s accessories and ready-to-wear collections, while the first floor houses the men’s collections and VIP room. On both floors, products are displayed on a three-dimensional wooden wall using a series of walnut and aluminium fixtures.

Lacquered shelves, drawers and dressers are affixed to a second display structure that curves and inclines throughout the store. The white resin ceiling contrasts with grey flooring, and a large wool and hemp carpet.

Furniture pieces such as sofas, armchairs and ottomans are mostly upholstered in leather. The store also features chairs by Modernist architect and furniture designer Pierre Jeanneret, including four 1953 Committee Chairs on the ground floor, and two wicker chairs in the VIP room.

Bally’s CEO Frédéric de Narp, Design Director, Pablo Coppola hosted a launch event to celebrate the Bally Beverly Hills flagship store. The evening cocktail and dinner event took place at Chateau Marmont in West Hollywood and was attended by guests including Gwyneth Paltrow, Alan Cumming and Rachel Zoe.


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