Known for its weighted fitness accessories, Bala explored a more sculptural, larger-than-life take on its products through a recent New York pop-up store designed by Ringo Studio – known for its work on Glossier and Studs stores.
Inside the space, the brand’s fitness products were reproduced on a giant scale, encouraging customers to interact with the shapes – some became seats, others objects on which to recline – while also lending the products a new perspective that could only be experienced in a physical setting. As well as re-imagining its products as an integral part of its store design and visual identity, Bala also hosted a schedule of fitness classes, helping to build community and brand loyalty through a memorable environment that was as enriching as it was intriguing for customers.
Located in Los Angeles neighbourhood Atwater Village, Dreams is a concept lifestyle store with an interior heavily inspired by the Surrealist art movement that emerged from Paris in the 1920s.
The store was designed and built by spatial and set designer Adi Goodrich. Warm terracotta and sage tones draw customers deeper into the space, which is adorned with props inspired by the work of Salvador Dalí. Elsewhere, wavy lines introduce a feeling of flow and calm. Towards the rear of the store, a monolithic seven-feet blue boulder under its own glowing sky creates a sense of mystery and adds to the ethereal quality of the space, encouraging further exploration and ensuring visitors explore the entire store.
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