FILA Store China

Interior Architecture (Retail)
Nanjing, China
2019

FILA Fusion 2.0 is a new and refreshed concept store experience for the burgeoning youth sub-brand, FILA Fusion, for the mega sportswear brand, FILA. 

Aiming to create an aesthetic mis-en-scene for future Fila Fusion 2.0 stores, we took the opportunity to design three-dimensional in-store environments that were colour- coded in Fila brand colours to augment the Fila brand identity in a physical space. This mnemonic of fusing brand colours allows us to create notable impressions in three call out zones: red, blue, and white. 

The red zone houses Fila’s popular trending sneakers and designed for the sneakerhead. The blue zone is featured as the main entrance into the store, a departure from the stainless-steel facades of older generations of Fila Fusion stores. Finally, the white zone, designed to resemble a chemistry lab visually, is reserved for the customisation zone – whereby the all neutral and monochromatic space forms the perfect backdrop for customer personalisation and customisation of apparels and products. 

The first of such concept stores is opened in Nanjing, China.