MILAN — Bally is unveiling a latest store concept in Recent York.

The Switzerland-based company has reopened its 3,200-square-foot flagship at 58 Gansevoort Street in Manhattan’s Meatpacking District.

After an in depth refurbishment, that is the primary Bally store to roll out the design concept displaying creative director Rhuigi Villaseñor’s latest direction, ranging from the brand new logo at the doorway.

The flagship will showcase men’s and girls’s ready-to-wear, accessories, shoes and leather goods, with the goal to also function a multifunctional space dedicated to commerce and entertainment.

“It’s been an absolute pleasure each researching and sourcing specific pieces from iconic designers who’ve shaped my eye by way of style, and incorporating them with custom furniture in a really organic and contemporary way,” said Villaseñor. “To me, this reflects the nuance between Bally’s everlasting sophistication and the forward-thinking nature of the Meatpacking neighborhood. We wanted the space to feel refined, but like home.”

Bally’s chief executive officer Nicolas Girotto explained that the shop is supposed to copy “the homely atmosphere of an apartment, where vintage furniture, soft colours and splendid fabrics are harmoniously mixed to reflect Bally’s spirit of timelessness.”

Inspired by Bally’s home country, the vision translates into neutral color palettes, with beige because the predominant shade, alongside a curated mixture of furniture.

These include Art Deco bar pieces from Rio and the Indies and a rosewood case sofa from 1970 by American architect and designer Warren Platner.

They’re juxtaposed with contemporary design elements, corresponding to a Haos wood and metal dining table, and an Anker light screen from Recent York-based Italian sculptor and architect Umberto Bellardi Ricci.

The venue has an industrial feel, with exposed piping visible on the ceilings, contrasting with sleek warm oak parquet in a herringbone motif and crown moldings.

Heavy velvet curtains feature alongside wealthy materials corresponding to gold hammered metal, black calamine iron and dark lacquered woods.

There’s also a made-to-order Stereo Commander SC 115 by Italian designer Willy Rizzo displayed within the window, adding an unexpected touch to the shop.

Born in Manila, Villaseñor grew up in Southern California’s San Fernando Valley and rose to change into a fashion go-to for Kendrick Lamar and Jay-Z, founding his own brand Rhude in 2015. In January, Girotto told WWD that Villaseñor will help Bally further develop the U.S. market, an objective for 2023. “We’d like to strengthen our presence there, we’re below our benchmark audience,” said Girotto on the time.

There are around 320 Bally stores globally, of which 160 are directly operated. The brand can be available at 500 wholesale accounts.

Menswear accounts for 60 percent of revenues and the manager is about on growing the womenswear category, originally Bally’s core business.

Shoes account for 40 percent of sales, followed by accessories, which represent 35 percent of the full. Rtw makes up the remaining share.

While declining to supply a sales figure, as per parent JAB Holding Company’s policy, Girotto said 2022 closed with sales up double digits compared with 2021.