Bally’s flagship store on Via Montenapoleone in Milan extends over 560m2 across three floors organised like a large villa and combining Swiss and Italian nuances. The new store design concept signals a tranquil state of permanence recalling Bally’s legacy and craftsmanship, while emphasising Swiss canons of art, architecture and natural materials.

The ground floor operates as a kind of open and public foyer with a Travertine cobbled floor and silver Travertine wall linings. The first floor uses timbers and custom-designed carpets to create a more intimate and private feel. The upper floor has been designed to resemble a Milanese apartment, with an oak parquet floor and custom-made furniture pieces. Excavated from each floor’s different wall materials, the staircases emphasise the full volume of the cavernous space reaching nine metres at its highest point. Clay furniture in natural, earthy tones is used for display alongside fine stucco rendered walls.