London – British architect David Chipperfield has created Bally’s first flagship store for 20 years in London’s luxury destination, New Bond Street.
Inspired by archive photographs of Bally’s 1920s Swiss flagship store designed by modernist architect Marcel Breuer, Chipperfield created an interior that puts the shoe box at the centre of the design.
On each of the store’s three floors burgundy-coloured boxes are stacked in columns across wall sections, allowing customers to pick out the shoes themselves rather than wait for a sales assistant.
Bally’s store design resonates with Stage Two in LS:N Global’s Luxury Matrix 2014, appealing to consumers who want to display luxury credentials subtly through the appreciation of cultural reference points.
For more on how smart retailers are incorporating packaging into the aesthetic of their stores, read our Packaged Interiors microtrend.