Bally Showroom in Milano, designed by Storagemilano architecture.
The concept designed by storagemilano architecture studio stems from the desire to bring the Bally story to life while preserving the history within the walls of this Milanese landmark, which in 1908 stood as the Kursaal theatre before it was transformed into a cinema from 1925 until it’s closure in 1989. The emphasis was placed on retaining key elements from the past linking them to contemporary and modern attitudes of Bally’s intervention. The building offers 2,400 square metres of showroom and office space over four levels, housing Bally’s design, merchandising, visual merchandising and communications teams. The showroom occupies 836 square metres. The original 9 metre ceiling height was kept. The project originated with the magnificent entrance and immense proportion of the space, which until now wasn’t visible from outside. The original blacked out windows were replaced with extra clear transparent glass frameless windows that let natural light in. Tall glass doors welcomingly open the building to the street. The entrance was designed as a gallery space with a rotating display of new works – connecting with the community and providing a window into Bally. Designed as an open space amphitheater, the showroom is made of moving parts.
> more store&retail project to discover here.
Photo (c) Alberto Strada