June 19, 2014
Bally "Form Scratch" installation in Basel
Swiss accessories label Bally is proving its design credibility with an installation launching during Art Basel in Switzerland.
Bally’s “Form Scratch” is an art piece resembling a house that will be suspended over the Rhine River, with an accompanying exhibit dedicated to the work of architect Pierre Jeanneret. This will allow Bally to further communicate its own design aesthetic.
"Increasingly luxury brands are looking to fine art as a means of authenticating their luxury, as distinct from fashion, positioning," said Marie Driscoll, CEO and chief consultant of Driscoll Advisors, New York.
"Bally will be able to reach influencers in the world of architectural design," she said.
Ms. Driscoll is not affiliated with Bally but agreed to comment as an industry expert.
Bally was unable to comment directly before press deadline.
Art meets architecture
Bally curated a collection of furniture by Mr. Jeanneret, who was on the forefront of the modernist movement. The architect often collaborated with his cousin Le Corbusier and Jean Prouvé, and a lot of the selected iconic items were from these partnerships.
The assembled pieces, selected by Anissa Touati, will be on display at a house designed by Mr. Prouvé that features the gantry crane he designed with Mr. Jeanneret. Bally is financially supporting the restoration of the house.
Prouvé house and site of the Bally exhibit
Bally enlisted artist duo Kolkoz to create an installation to celebrate the exhibit. The result is a large flat interpretation of the house that looks a bit like a toy, and hangs from a boat crane over Basel Harbor.
The duo behind Kolkoz sitting in Pierre Jeanneret chairs
To launch the project, Bally hosted a forum with Architectural Digest France on June 19. The brand invited art historian Françoise-Claire Prodhon to speak about French and Swiss modernist designers. This talk, which the brand publicized heavily on social media, will allow Bally to highlight its connection to other facets of design.
From Basel, the project will travel to Art Basel Miami and Hong Kong, evolving over the next year. In Miami, the completely restored Prouvé house will be unveiled with a different artist collaboration.
Bally has created a dedicated blog for consumers to follow “Form Scratch” on its journey. This blog will also house “Under Construction,” a series of interviews with seven art world figures.
In a branded statement, Bally CEO Frédéric de Narp said that this project is about highlighting the common themes between Bally and Mr. Jeanneret: modernity and function.
"Form Scratch" installation
Eye catcher
Other brands have held fringe exhibits during Art Basel to get consumers' attention.
The Peninsula Hotel Hong Kong inserted itself into the Art Basel conversation with an art installation projected onto the building’s façade.
British artist Tracy Emin was enlisted to create the public art installation that aims to generate early interest in Art Basel May 15-18. The installation remained on display from 7:00 p.m. to 12:00 p.m. through the art fair (see story).
Architecture Digest is a popular partner for fashion labels looking to reach an affluent audience.
During Architectural Digest’s Home Design Show, a number of brands took the opportunity to align themselves with a cause.
Barneys New York, Roche Bobois, Ralph Lauren Home, Diane von Furstenberg and Calvin Klein participated in Design Industries Foundation Fighting AIDS’ Dining By Design event, for which they each created a design installation. For these brands, this event balanced philanthropy with the opportunity to have an artistic display at a large home interior show (see story).
Like others before it, Bally is connecting itself to the magazine for association.
"[This connection of Bally to Architectural Digest] potentially fleshes out a more robust brand," Ms. Driscoll said. "We are judged by the company we keep."
Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York
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