Creativity: Following Swiss-luxury brand Bally’s launch of their Haus concept store in Milan we were briefed to bring a local narrative to their concept for their latest opening in London’s Regent Street. We approached the challenge in a simple yet timeless way; for a luxury consumer who values brand heritage, honouring Bally Haus’ Swiss pillars of art, architecture and craftmanship. The launch saw us design a range of furniture and mid-floor fixtures, to tell the story of London’s geological foundations and future innovations. A prevalent design theme centers around London clay, from the bricks which built the city, the stability which allowed tunnelling for the London Underground and the formation of the banks of the River Thames, the seam of clay beneath London has been essential to the city’s development, and therefore our conceptual design. Innovation & Sustainability: Celebrating local innovation in circular materials, we honored the past and the future of design in the city by reimagining the potential of local waste plastic, collaborating with London-based materialist James Shaw. VM detailing integrated Shaw’s materiality, hand extruded from recycled high-density polyethylene and polypropylene. The colour palette across the brick, rammed earth effect and recycled HDPE/PP was inspired by London born, J.W Turner’s paintings of the Swiss Alps. This, alongside abundant natural light which fills the store, commemorates nature intertwining with the man made, the Swiss/British relationship and an innovative marriage between art and craftmanship. Continuing this celebration of innovation and circularity, the entrance table is designed to be easily resurfaced, encouraging future collaborations with other materialist artists and makers. Seen to work as an everchanging element, this design feature provides the ability to continuously reinvent the artistic aspect of the store, which leads us perfectly onto the functionality of the store. Functionality: Described by CEO of Bally, Nicolas Girotto, the store “hopes to fulfill new post-pandemic needs with a multi-functional space that engages local artists to give second life to repurposed materials- offering new ways of seeing old things- while providing an experiential environment that embraces the excitement of discovery.” Therefore, functionality was at the forefront of our concept, designed to act as a cultural hub to explore local talent and innovation in materialism. Achieving our goals, in October of 2021, the store exhibited London-based artist Zuza Mengham’s sculptural pieces, which explores the connection between traditional crafts and new methods of making, reflecting a symbiosis to Bally’s longstanding commitment to design innovation. With the store already confirmed as a destination for London Craft Week 2022, Bally’s commitment to honouring the pillars of art and future-thinking craftsmanship are set to continue within the timeless and adaptable interior.