Bala, known for bringing the ankle weight to the 21st century with their “bangles”, opened a new pop-up to celebrate the launch of their new Balacize online fitness program and expanded line of products. Located on Spring Street across from the Alo flagship in Soho, their temporary space took cues from Glossier’s retail design strategy, creating a pop-up less like your run-of-the-mill store and more like a sculptural interactive installation. Now through September, go check out the space for yourself or sign up for their limited run of classes.
The Bala fitness store transforms (on select weekends & Monday-Wednesday) into the Balacize studio featuring guest fitness influencers leading exclusive classes. Each class set up in the middle of the colorful space is laden with Bala products for class attendants to try before they buy. While the course costs $30 (a reasonable price for current rates), you leave the class with free goodies and a one-day-only discount on the entire store.
We got to experience a fun HOT class in May run by the effervescent Alexis Fischer (@lexfish), who’s featured in their new bite-size Balacize online workout classes. This added touch of bringing in a well-known “fitfluencer” gives their followers an inside look into how to use the new line of products and exposes the brand to a broader audience.
When utilizing the Bala products, we found the class informative, challenging, and honestly fun. The online Balacize videos are shorter bursts of energy to sweat, sculpt, unwind or flow, all under 10 minutes. Right now, they’re even free.
The pop-up is open to all shoppers when trendy fitness enthusiasts aren’t sweating it out. You are transported in an 80s pop fever-dream when entering through this busy side street. The space is floor-to-ceiling soft and bright hues parallel the outfits worn by the online Balacize instructors. The color palette and abstract-shaped workout equipment enlarged to become massic sculptures (and furniture) recall Glossier’s reopening of their flagship on Lafayette.
Where Glossier magnified their staple product Boy Brow, Bala amped up their classic ankle weight into an abstract chaise lounge. These comparisons aren’t a coincidence, Bala hired Madelynn Ringo (RINGO STUDIO) Glossier’s former retail designer to bring to life their pastel dreamscape.
Visiting the Bala stores makes for a treat to the eyes in terms of tone & texture (see the bubblegum pink shag carpet in the fitting/changing room). Each design and architectural choice recalls the soft, rounded shapes of the Bala products. Even if you're not keen on purchasing pretty-looking weights or “Balacizing”, it’s a fun space to take a peek and make an instagrammable moment.
Bala’s pop-up is a peerless example of the types of temporary shops we see more of for eCommerce retailers. Nowadays, brands must provide more than their consumers can get through their online shopping experience. Trying out their products with instruction and introducing potential customers to a community creates an experience that lasts.