The Swiss luxury accessories and clothing brand Bally unveils the second chapter of « Function and Modernity » the initiative imagined by creative agency Forward and launches its first digital magazine run by highly acclaimed editor and journalist Thomas Erber.
September 24th, 2014
LONDON - The successful “Form Scratch” project, presented during Art Basel, was the first step in a yearlong initiative that broadens the brand's commitment to art and design and its unique approach to preserving its heritage. Bally presentedits modernist design collection of furniture and a very rare piece, a Jean Prouvé 6x9 demountable house, along with a gigantic piece by contemporary art duo Kolkoz, untitled “Form Scratch”.
Today Bally continues its collaboration with Forward and reveals its new web platform FunctionandModernity.com an editorial website that covers a full spectrum of design, travel and lifestyle with the level of creativity and passion for which Bally is renown.
Beautifully and intelligently designed functionandmodernity.com comes from Bally’s strong desire to share its values.
« Function and Modernity goes further than a branding blog. With this platform we want to inspire our readers and share our passion for all things that make life more beautiful like design, architecture and lifestyle » declares Anne-Marie Gaultier, Vice President, Global Marketing and Communications of Bally.
Thomas Erber, journalist and curator of his own world famous “Cabinets of Curiosities”, gathered his editorial team to bring the online magazine to life. His weekly column, « In Touch With » written in collaboration with Clara Le Fort (Wallpaper, Numéro Magazine, Les Échos and Air France Magazine) is accompanied by magazine Travel Almanac’s Travel Tips, Elina Kechicheva’s, Matthieu Salvaing, and Olivier Amsellem’s beautiful « Weekly Shots ». Thomas Erber will also leave the floor to the most gifted international designers of their generation with the « The designer, Short Q&A » section.
« We offered Bally to go further in in terms of branded content and marketing practices. The challenge was to reveal the immaterial assets of the brand on a creative way with the help of selected collaborators, the best in their fields. This magazine is editorially independent as well as the art show conception curated by Anissa Touati. We always keep in mind Bally’s core values and let artists, writers, curators express themselves; they have carte blanche. » says Alexandre Sap, CEO Forward.
Web visitors can view a series of short features entitled "Under Construction" hosted by the famous cultural agitator and curator, Jérôme Sans, which focus the nexus of those who create the icons of art and design today.
« Bally’s attachment to Design dates back to its creation. For “Under Construction”, we used the 6x9 house as a starting point, our program is a tribute to the cultural heritage of Modernism and contemporary creativity» says Jérôme Sans.
The conversation with the Art community will not stop here. Bally will continue its journey in Miami, on the occasion of the American edition of Art Basel, and will unveil a new travelling exhibition including exclusive pieces by Kolkoz (Gallery Perrotin) and Zak Kitnick (Clifton Benevento) whose work share the values of Function and Modernity.
« Luxury brands need to get their inspiration from the past and project it into the future and this was remarkably illustrated by Kolkoz. The artists are key to the company's reconnection with the new generation, using a language that brings the mid-century back to life. » says Bally CEO Frédéric de Narp.
The travelling exhibit will then move on to China, for Design Shanghai.
Innovation. Functionality. Elegance. Since 1851, these three principles symbolise the enduring pioneer spirit of founder Carl Franz Bally – an ethos that continues to imbue this authentic Swiss brand with its visionary commitment to cutting-edge techniques and world-class craftsmanship. Over 160 years after Bally was founded, leather remains its medium and inspiration; a fine natural material that serves both functionality and creativity. Every product is a testament to Bally’s passion for perfection: the punctuation of a brogue; the soft touch of a bag’s leather; the classic silhouette of a sartorial jacket; the elegant contour of a Bally heel. Today, as part of the JAB Group, a leading player in the international luxury market, Bally is one of the world’s most enduring and unique luxury shoe and leather brands.
Thomas Erber is one of the leading trend-setters of our time. Actively participating in the launch of l’Optimum and Jalouse, he later founded l’Officiel Voyage, became chief editor of the lifestyle supplement for newspaper Le Monde and a reporter for Vogue Homme International.
Curator, art critic, director of institutions of contemporary art, Jérôme Sans is internationally renown for pioneering new ways to approach and discuss contemporary art. He has challenged the way that curating is viewed both in France, as well as abroad.
Forward is an advertising agency, specialized in content marketing anchored in the entertainment and art worlds. With over 15 years of experience in the Entertainment business, and a strong advertising and digital expertise, they imagined numerous global integrated campaigns, produced live events and launched PR initiatives for prestigious brands and institutions such as Cartier, LVMH, Estée Lauder, DKNY, Michael Kors, Tommy Hilfiger, Chanel, Hermes, Absolut Vodka, Pernod Absinthe, and Harry Winston, amongst others...
More information on FunctionandModernity.com