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03 Nov 2021
Bally introduces its third global flagship this year, following openings in New York’s Meatpacking District and London’s Regent Street, with Bally Haus Sydney on 388 George Street, the Australian capital’s original high street. This new location reaffirms the brand’s commitment to the city’s most prominent thoroughfare with 4500 square feet, and a larger strategic brand repositioning to secure storefronts in dynamic lifestyle hubs that represent shopping destinations of the future.
Driving brand awareness and consistency among the company’s retail outposts, the Sydney boutique sees the latest installation of the global Bally Haus concept. Through Bally’s Swiss pillars of art, architecture and craftsmanship, Bally Haus merges contemporary design and natural materials while celebrating the Swiss luxury brand’s heritage as leather architects since 1851. First launched in September 2019 on Milan’s Montenapoleone, Bally Haus’ experiential environment offers innovative ways of shopping with a multi-functional format that hosts cultural programs, including film screenings, panel discussions and exhibitions.
Bally Haus Sydney’s interior is inspired by the inaugural Bally Haus store, utilising the same curated mix of materials as seen in Milan, including custom flooring with marble inserts, stucco walls, handwoven carpets and bespoke furniture made of terracotta and natural woods. Through the store’s main entrance on King Street, an open, flexible space with visual contrasts ensures the expansive store is in full view. Signature leather-crafted bags and accessories greet guests, featured along the side walls on oak displays, while a carved, organic table houses a local evergreen tree and serves as a premier focal point.
An oak staircase with artful installations and an LED screen functions as a flexible event space with multi-use. Beyond the LED screen, stucco terracotta niches are revealed on oak wood walls. Bally’s best-selling collection of shoes and seasonal ready-to-wear are further divided into separate rooms, integrated with fitting rooms and accessories displays. Recycled paper in red hues also covers the store’s sleek panels and shelves.
A series of limited-edition products will also be available throughout the store, including Spring/Summer 2021’s Crystalia tote bag with an exclusive leather-embossed patch displaying Bally Haus Sydney’s street and city name.
Reimagining the store’s purpose, Bally Haus Sydney will serve as an important brand anchor and immersive touch point for the Oceania region, with dynamic lightboxes in its window displays featuring innovative 360 content. The store’s launch features the brand’s Autumn/Winter 2021 campaign, photographed by Jackson Frederick against Zurich’s Prime Tower with standout signatures from the brand’s 170-year anniversary collection Legacy Continua, which embraces emblematic design details such as B-Monogram, bombe? craftsmanship and heritage red.
“We are excited to open a third Bally Haus flagship this year, investing in our relationship to Sydney, which has always proved an important market for us, as well as a bustling capital for creativity and culture. Bally Haus Sydney is a next step in our company’s overarching repositioning to appeal to a broader clientele, including Gen Z, with an enhanced presence among the shopping destinations of the future. It is our hope that Bally Haus Sydney will offer dynamic programs and in-store events to reinvigorate our communities post-pandemic, providing an experiential environment that embraces our Swiss legacy and the excitement of discovery.” – Nicolas Girotto, Bally CEO.
