Fila opens its largest store in China
Italian sportswear brand Fila inaugurated its largest store in China last month in the city of Beijing.
Opening at the APM Mall, the Fila megastore spans over 1,700 square metres, across three floors. Dubbed the 'Fila Sport Fashion House', it was designed to blend the brand’s Italian DNA with the local culture, aesthetics and architecture of Beijing.
Hence, the inside embraces the typical Hutong roof as a decorative wall, while the tracks of the Milanese metro characterize the fitting room area. The final touch is the splash of brand colors that delineate an area entirely dedicated to Instagram fans.
Customers can expect to shop all the Fila sport lines, as well as items from various collaborations, such as the new MSGM X Fila collection dedicated to tennis in store. Designed by MSGM founder and creative director Massimo Giorgetti for the Roland Garros tennis tournament in Paris, the collaborative collection includes halter tops, mini skirts, shorts, polo shirts, and t-shirts in MSGM’s iconic tie-dye prints or marble motifs.
The opening of the new megastore and recent fashion collaboration, coincides with the brand’s 110th anniversary, as it seeks to take on the world of fashion and increasingly combine it with the world of sport.
Earlier this month, Fila also unveiled a vibrant capsule collection to celebrate the European Football Championship taking place between June 11 and July 11, 2021. Prior to that, it teamed up with U.S. clothing label Brooks Brothers to launch a limited-edition collection that includes apparel, footwear and accessories for both men and women.
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