Bala’s Pop-up Pastel Playground
Bala Bangles’ first ever pop-up is a how-to guide to standing out in a crowded industry.
The founders Natalie Holloway and Max Kislevitz, who appeared on the American version of Dragon’s Den, Shark Tank, set up Bala to disrupt the fitness industry by selling a range of aesthetic weights, bands and fitness equipment.
Tired of the mundane, overly serious world of fitness, they endeavoured to create functional gear that was beautiful too - who says you can’t have it all?
They wanted to bring play back into the lives of those working out.
Helped on their way by the shift to WFH and the home gym, their growth led to their first store opening in Manhattan, New York.
Enter Ringo Studio, tasked with transforming the product’s aesthetic into a real-life ‘pastel playground’.
The brand’s first shop includes scaled-up versions of its product range.
Bigger on this occasion equals better. The giant equipment is outlandish and on brand creating that impact.
"Organised chromatically, distinct zones immerse visitors in the colour space of the band, heightening the sense of place and identification with the brand," Ringo said.
The space on 99 Spring Street, Soho was fabricated by Konduit, who specialise in custom set construction.
I think we can all see why they were chosen, with this level of finish.
Bala is maximising the use of the space with IRL brand experiences, by hosting their ‘Balacise’ fitness classes outside of retail hours, incorporating the various products.
These in-person experiences will strengthen the existing relationship between Bala and its customers, by creating an emotional connection.
Emotional connections are far stronger IRL than through digital channels.
"It's a Balacise playground to introduce customers to their innovative products and encourage them to test and experiment," Ringo said.
Offering Balacise classes will spread the Bala name like wildfire.
Congratulations to all involved in this project - a great concept and expert delivery.
The photography is by Anna Morgowicz.