FILA Flagship Brand Experience
FITCH x FILA India I 2016 I Core team of 3How can we re position the FILA brand image while playing on its brand heritage?
The Brief:
Ranking just fifth in the sports market due to low brand awareness and a ‘value brand’ perception, FITCH were commissioned to reposition Fila by creating a new vision for the brand at retail.
The Challenge:
Our task was to develop a unique experience store that would play on Fila’s heritage, whilst presenting a forward facing attitude relevant for India.
Our Opportunity:
Fila lacks technical or traditional fashion credibility in India, therefore, based on this insight FITCH concluded that the brand needed to tap in to the desires of India’s modern and increasingly edgy, urban youth.
Central Idea
‘Converging Urban lifestyle, Culture and Fashion’ an experience which allows the Indian youth to connect with the brand, by being Bold, Playful, Active & Expressive.
Experience Principles: Storytelling, Curating, Social
Design Approach:
We brought the central idea to life through two distinct design routes.
Design Approach 1: RAW: Enter a space that seamlessly integrates the inside with the street, without using a fixed barrier. The environment is contemporary and bold, relying on urban cues such as concrete bricks and wood planks to evoke a feeling of both energy and authenticity.
Design Approach 1: RAW: Keywords: Recycled, Inspiring, Urban, Energetic, Authentic.
Design Approach 1: RE-ACTIVE: Flexible and changeable by both the customer and the brand, the space has dynamism and playfulness. With the store periphery punctuated with flexible and modular boards, the customer is invited to mix and match the products of their choice to create their own looks.
Design Approach 1: RAW: Keywords: Engaging, Interactive, Dynamic, Flexible, Playful.
The Flagship Store
Taking the second approach forward with some urban elements from the first one. We created a design that India’s youth can relate to.
The store mergers with the urban streets found outside; where lifestyle, fashion and culture converge.
The façade is open, and treats the Fila brand identity in a completely new way, automatically making consumers reassess the brand.
The contemporary environment uses cues from local graffiti artists, metal meshes and finishes and spray painted effects to create urban attitude.
A brand wall pays homage to the brand’s 100+ years of Italian fashion and lifestyle history.
Design Adaptation
Phoenix Market City, Kurla, Mumbai
Taking the proposed design its and key experience principles of creating an Urban and youthful experience and adapting it to the first store in India.
The contemporary environment uses cues from local graffiti artists, metal meshes and finishes and spray painted effects to create urban attitude.
A brand wall pays homage to the brand’s 100+ years of Italian fashion and lifestyle history.
A transparent and interactive storefront with live projections to make it active and bold.
