THE BRIEF
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 CONCEPT
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 style pods’. The focal point at the store entrance featuring the FILA spirit is called ‘Game on’. 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 is 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.