Fila Flagship Concept

The brand FILA is undergoing a revival. FILA popularized in the 1970s by Bjorn Borg and later peaking in the 1990’s. The brand was recently acquired by ANTA. We were contracted to provide a design study into a new flagship store for FILA in Shanghai. The potential site would be approximately 1200 m2, two levels, & with corner access. Services included benchmark studies of competing stores and branding analysis. Our interpretation of “FILA” was central to our design. The logo and shoe display became the core of the retail space. A neutral bright and energetic material palette with texture, light, and patterns created unity amongst the space. The design brief was to combine 4 sub-brands into one new integrated and cohesive store design while remaining true to Fila’s central branding.