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A SHOE STORE FOR THE OLDEST BRAND OF SWITZERLAND

David Chipperfield – the architect from Britain – has finished his new project designed for Bally that is a Swiss brand of accessories founded in 1851. The project is the interior for the Bally’s boutique in London.

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The architect’s company – David Chipperfield Architects – created the interior on the basis of the elements of the store, which was designed in the 1920s by Modernist architect Marcel Breuer.

Chipperfield says Bally is a brand with amazing heritage and is one of the oldest companies in the sphere of trading.

“It was interesting to try and understand what the heritage of Bally was and how that could be included going forward” – he added.

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According to Chipperfield, Bally pays great attention to the visual presentation.

“They were very design conscious and one of the first stores that really engaged good designers”, – says the architect.

One of the archive photos displaying wall shoe boxes in Breur’s store suggested an idea to use this feature with the purpose to stress Bally’s retail activity – footwear sale.

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The architect says that a shoe store is a very particular type of stores. “It’s different to other stores. And when you looked at those there were hundreds of boxes on the walls, and there were lots of chairs where people would be sat down, and there were lots of shoes” – he told.

Bally’s London store, which has become the first flagship in last twenty years, is divided into three levels and is located in a corner building on New Bond Street – the street with many famous luxury shops of the city.

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Menswear is displayed in the basement, womenswear is located on the ground floor and the first floor is dedicated to the order department and shoe caring services.

All the levels feature boxes of burgundy color that are fixed in columns on the walls. The customers then can pick out shoes by themselves without waiting for a shop assistant who dissolved in hundreds of boxes to find a necessary pair.

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There are also walnut grid panels on each level. They round the corners of the walls linking the small spaces together.

Shoe shelves are made from bent aluminium, which is fixed with wooden brackets to the walls.

Chipperfield stressed that much attention was paid to the shelves in this project because a shoe store actually can’t work without them.

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For illumination of the assortment the shelves are backlit by low voltage lamps that are integrated right into the walls. This allows clipping the shelves in and out without rewiring.

Other accessories are showed on and inside vitrines, on bent brass frames borrowed from the Breur’s collection.

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The central staircase is clad in grey Swiss marble; all floors are covered with grey carpets.
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But this isn’t the end of Chipperfield and Bally’s collaboration. Next year the company is going to open another store on Rodeo Drive in Los Angeles and David Chipperfield Architects again will make the project.

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