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Bala: the fitness spot with style

This new sports brand reinterprets its equipment in giant versions in its first colorful shop in the heart of SoHo in New York.

«Good things come to those who sweat» is the credo of Bala, whose stock has been soaring since its inception in 2018. To match the expertise of married founders Natalie Holloway and Max Kislevitz, who live in the city, designer Madelynn Ringo of Ringo Studio is pulling out all the stops, brilliantly translating the DNA and aesthetic of this emerging brand. This first 120m2 space, located at 99 Spring Street in SoHo, immerses us in oversized versions of a very fashionable product line, characterized by pastel shades and minimalist, soft, and rounded shapes. The entrance is home to the Bala Babes under a black arch reminiscent of the Power Ring, while the flagship Bala Bangle bracelet, an adjustable weight for wrists and ankles, is transformed into a spongy leather seat.


The appeal of this mirror-lined concept store is that it also allows you to test, touch, and try out the equipment like in a gym, while offering an exclusive class program. A pale green, curved counter displays a variety of weights, as do the stalls scattered throughout, displaying various fitness, yoga, and Pilates accessories. The spaces invite both experienced and novice exercisers to work out in the middle of a range transformed into sculptures, such as the Bala Beam weight bar placed on the diagonal. The retail experience reaches its climax when you pass through the blue archway, discovering an entirely pink space, adorned with fur carpeting and velvet curtains for the fitting rooms. With this innovative and Instagrammable scenography created by Ringo Studio with the help of Konduit, an agency specialized in decors, Bala redefines the image of gyms in a playful, cohesive, and sensorial way.

Nathalie Dassa