The Bally flagship store in Milan, designed by Casper Mueller Kneer Architects, occupies 560 square metres across three levels at the corner of Via Montenapoleone and Via Manzoni.
The new Bally Haus is conceived as a destination for product presentations, cultural initiatives and brand experiences, reinforcing the relationship between fashion, architecture and retail design.
The store layout organises the customer journey across three levels
The entrance, finished in travertine and clay, recalls the character of historic Milanese courtyards. The composition of the flooring draws inspiration from the abstract geometries and pointillist language of Paul Klee, while the ceramic-clad inner façade references the home of Karl Franz Bally in Schönenwerd.
At the centre of the ground floor stands a large beech display table inspired by the traditional wooden shoe last used by shoemakers. Large display windows reinterpret those found in the brand’s historic boutiques, as documented in Bally’s archives.
The spatial organisation establishes a coherent relationship between materials, furnishings and circulation, expressing the heritage and identity of the Swiss luxury brand.
Natural materials and architectural details define the store identity
According to Casper Mueller Kneer Architects, the design was developed by reinterpreting Bally’s core values—recognition, refinement and craftsmanship—through the use of natural materials and architectural solutions capable of expressing quality and continuity with the brand’s heritage.
The staircases are carved directly into the wall materials of each level, enhancing the perception of the interior volume, which reaches approximately nine metres at its highest point.
The first floor, dedicated to the men’s collections, features European oak and handwoven rugs, creating a warm and intimate atmosphere.
The second floor showcases the women’s collections in interiors inspired by a traditional Milanese apartment, with herringbone parquet flooring, original large windows overlooking the street and stone display elements emerging from refined stucco walls.
Digital technology supports the omnichannel retail experience
Digital technology is integrated throughout the boutique to enhance the customer experience.
LED video walls installed on every floor display the latest Bally advertising campaigns, while in-store iPads allow visitors to browse the complete online collection, purchase products, access exclusive offers and choose between home delivery or in-store collection.
The retail experience is complemented by a selection of branded merchandise, including stationery, shopping bags and lifestyle accessories.
