Alp-Urb Discovery
Client: Bally
Student project: Domus Academy
Location: Milan, Italy
Concept:
The Alp-Urb Discovery concept was created to reflect Bally's Swiss heritage while embracing an urban, contemporary aesthetic. This design journey leads customers through a blend of natural and modern landscapes, inspired by both alpine and city settings. The space offers various "fashion pathways," allowing customers to navigate through different styles while experiencing the brand’s integration of alpine scenery within a tech-driven world.
My Role:
I led the storytelling of the retail experience, ensuring Bally’s heritage was woven
into each design element. My focus areas included conceptual development,
visual merchandising (VM) ideation, and finalizing 3D finishes to ensure a cohesive aesthetic that aligns with the brand's narrative and the immersive customer journey.
Process:
The process began with in-depth research into Bally’s brand identity, heritage,
and contemporary positioning. I developed a spatial layout that conveyed
the urban-to-alpine transition, ideating visual merchandising elements
and 3D finishes to align with the design story. Each phase included prototyping, material selection, and close collaboration with the team to balance natural elements with modern, tech-infused details, creating an engaging and visually impactful retail environment.
