Retail Experience Design 

The Ask
FILA felt their brand was getting lost in the sports segment in India and wanted to bring back their sports inspired lifestyle brand heritage and be more than just a value brand among the Indian youth segment.

The Approach
We designed FILA to be a brand that the youth could relate to and also bring out their rich 100+ year Italian fashion and lifestyle heritage.

We started by looking into three main signature elements: Raw, storytelling and curating.
Raw – The environment is contemporary and bold, relying on urban cues such as local artist graphite, metal mesh and spray painted effects to relate back to the consumer.
Storytelling – The space seamlessly integrates the inside with the urban street, where lifestyle, fashion and culture converge.
Curating – The fixtures allow flexibility of display for merchandise, brand elements and touch points to curate collections, styles, stories and graphics.

The façade allows the passing customer to view the bright and vibrant interiors and uses a full height screen for visual impact to convey the brands Indian urban footage.

Drawing hints of the brand’s sports & Italian heritage the timeline is depicted through hand pasted fly posters which connect to the urban feel of the space and highlight the edgy vibe of Fila.

Client: FILA
Location: Phoenix market city, Kurla, Mumbai.
In collaboration with FITCH, Mumbai.
Photo Credits: Mrigank Sharma, India Sutra