New Bond Street Unit Marks Luxury Brand Relaunch

Swiss luxury firm Bally has announced that its new London flagship, the first large scale store held by the brand in decades, will act as the blueprint for a redefined identity.

The 4,320sq ft space on New Bond Street is spread across three floors, with separate areas for different collections and services.

Bally’s full menswear range is housed in the basement, accompanied by womenswear on the ground floor and made-to-order, made-to-colour and shoe care on the first.

Designed by David Chipperfield Architects, the store is based on an archive image of a Bally shop in Switzerland taken during the 1920s.

As well as a new look fascia, revamped advertisements and packaging are also on display.

A statement from the brand said: “Showcasing our uniqueness and redefined corporate identity, the new store reinforces our existence as pioneers in craftsmanship and design as well as personifies our legacy rooted in function and modernity.”

It joins seven other points of sale in the UK, including shops in Heathrow Terminals 1, 3 and 4 as well as outlets in Hackney and Bicester, and a retail location on Brompton Road, London, which is set to close.

The Bally flagship store is open now. Prices for menswear start from £85 for accessories, £270 for bags, £275 for ready-to-wear clothing and £320 for shoes.

Bally London

Address:

116 New Bond St,

London, W1S 1EN

Tel: 020 7491 7062

Bally London Flagship