Amidst all the action going on in the uber competitive sportswear industry, FILA seemed to have slipped under the radar for a while. If you feel like you haven't heard from the brand for a while, don't fret, the Italian brand is simply undergoing a re-branding makeover with the help of Stockholm-based creative agency, Grow.
One of the first great things that Grow has done is setting up a new Fila Pop-Up Shop in Milan's Corso Como section. The interior design of shop is inspired by and based on Fila's signature stripes. Vertical and horizontal lines criss cross the space with help of hanging hooks and metal caged platforms that act as display shelves. These lines and stripes than transgress smoothly into the items. The store retains a clean and minimal design that is also organic and natural. At the store, one will be able to find both Gold and Vintage collections, as well as one-off special items from the "Made In Italy Series" which includes finely-textured polo shirts in a variety of colorways. Aside from apparel and accessories, there is also an outdoor cafe/bar area on the sidewalk. The pop-up shop will be open until April 2010, so those interested have some time to plan a trip over to check it out.
FILA Pop-Up Shop by Grow
Corso Como 2 | Map
20124 Milan, Italy