Bally introduces a new Lugano-based store following three global Bally Haus flagships launching earlier this year in New York’s Meatpacking District, London’s Regent Street and Sydney’s George Street. This new location reaffirms the Swiss luxury brand’s commitment to its home market, opening its doors on Lugano’s most prominent shopping street at Via Nassa 2 with 278 square meters.
Bally Lugano joins seven stores (Zurich, Lausanne, Lucerne, Geneva, Basel, Davos and St. Moritz), two outlets, and six multi-brand stores. Over the next two years, the company also plans to refurbish its entire Swiss network.
Bally’s core value of “Made in Switzerland” is best embodied by a pioneering spirit, from its innovative products and history of alpine feats, to the guiding inspirations of its Swiss DNA: art, architecture and craftsmanship. These pillars serve as impetus for Bally Lugano, merging contemporary design and natural materials while celebrating a 170-year history as leather architects.
Two entrances lead into an organic canvas of inspired neutral color palettes and textures, including terrazzo, marble, and stucco-effect with open windows and streamlined plinths featuring men’s and women’s leather goods, accessories and ready-to-wear. Subtle shades of cool blue tiling mimic a water’s wave, recalling the nearby Lake Lugano.
Via Nassa, formerly the site of the historic Fisherman’s Street, where artisan workshops were once located, also serve as a tie-in for the handcrafted designs of Bally’s 100 long-standing artisans, some of whom have been with the Bally Shoe Factory in Caslano for over 30 years, responsible for producing over a quarter of the brand’s total footwear.
Expressing the link between Bally and local traditions, a central focus table is made of a glassy plexy base and a marble top with fluid veins, drawing upon the city’s relationship to the elemental properties of nature and the lake. An upper mezzanine is a destination devoted to men’s and women’s shoes, featuring seasonal collections and signature styles.