Ringo Studio Works Out Bala’s First Ever Retail Store in New York’s SoHo Neighborhood

“The fitness space is chock full of complicated products that are often intimidating as a result, so we believe that simplicity of our products—basic geometric shapes and organic forms inspired—is a strength,” Bala cofounder Natalie Holloway explains. “But our design influences on product and brand design differ dramatically: on the product side, we look to Apple and modern art for example, and on the brand side influences include Memphis Milano and vintage clothing.” 

So the fashionable fitness brand enlisted Ringo Studio’s Madelynn Ringo to bring these disparate creative forces together for their first ever retail store, located in the heart of New York’s SoHo neighborhood. “We saw Madelynn’s amazing work at the Glossier store in Los Angeles and the work she had done for Studs and knew she would be able to bring our vision to life,” says Bala cofounder, Maximilian Kislevitz. “Her use of oversized products takes on an almost art-like quality.”

The 1,825-square-foot space enables customers to test Bala’s products to engage with the brand in an immersive way. “Bala pushes functionality into a realm of convention-breaking and that’s always resonated with me, so I wanted Ringo Studio to be part of their process.” Madelynn Ringo says. “The Bala product line is something that needs to be touched, played with and experienced in real life—they are sensorial objects with textures, soft curves, and weight.” With this in mind, Ringo aimed to translate the brand’s identity into an experiential space. “You can grab a power ring and start moving,” she adds.