FILAFASHION & LIFESTYLE
FILA, the Italian sportswear brand established in 1911 in Biella, Italy, started as a knitwear business producing intimate-wear. It soon grew to a portfolio consisting of sports apparel, footwear and accessories created with a fundamental belief that sportswear needed to deliver performance as well as sophistication. Endorsed by fashion conscious sports celebrities, such as Björn Borg, John McEnroe, Boris Becker and Monica Seles, it boasts of premium fabrics with the sophistication of Italian craftsmanship suited for flexibility and performance.
The Core TG is defined as “someone who likes to look good when they perform and for someone who likes to perform and look good”. FILA segments this between 18-25 for its core proposition and 25-35 for its Iconic range. Available in India in over 1200 retail touch points with leading offline and online retailers, the brand has built great equity with its very fashionable performance wear.
To update and stay relevant in its store experience, the brand set out to reimagine its store experience. 4Dimensions was commissioned to create the new store design concept and deliver the same at a pilot store. The design purpose of the brand environment was conceptualized to “Celebrate smart design that integrates athletic performance and fashion glamour”. The persona of the design language is based on the brand’s person of young, stylish, irreverent and bold. The store layout is segmented into the store featuring ‘athletic and active syle pods’. The focal point at the store entrance featuring the FILA spirit is called ‘Game on’. The categories zones are called ‘Active gear-up’ and ‘athletic gear-up’. The fitting area is called the ‘Trials’ and the billing service area the ‘game point’. The core signature of the store is created with a clean palette in the language of Italian minimalism. Linear fixtures coded in brand colors create a flexible backdrop for presenting coordinated performance style wear. Key feature points in the store present the brand heritage with story-telling in phy-gital media and presentation of iconic products in museum cases. A digital wall helps present dynamic brand stories and add drama to the retail environment.
The lighting concept plays a crucial role in adding contemporary style to the store environment. A combination of linear and accent LEDs help draw sharp attention to the store’s style propositions.
The store interior palette is a combination of warm fashion store materials like wood and clean finishes and sporty identity of clean strong metal lines. Combined with fashionable sporty imagery, the store works well to catch the attention and engage with its core customer segment.
Location : Kalagodha, Fort, Mumbai
Store Size : 1050 sft