Fila has launched a heritage flagship store in Mumbai. Spread over 1,400 sq. ft. the showroom has everything from its range of innovative heritage products for sports fashion enthusiasts. The core design concept of the store is clean and minimalistic. The colonial influenced architecture juxtaposed with an oversized logo is configured to reveal the store's exteriors from afar. The staple colors, Chinese Red, Aquatic Blue and White, reverberate inside the store with careful product display and visuals. The entire store has a white floodlight giving the store a simple yet premium appeal. Also reflecting its classic-meets-contemporary vibe with an iconic red, white and blue color palette, the muted store interiors serve as the ideal backdrop to highlight the show-stopping and vibrant autumn/winter 2018 collection.
While sticking to the DNA of the brand, the store dedicates a focal area with tennis shoes and balls in the shadow boxes and a separate section of Fila’s signature styles. Additionally, the global campaign images are displayed around the store as a visual treat to the eyes.
Fila is looking to open six to seven stores in other cities like Pune and Hyderabad this year. The brand is considering both Tier II and Tier III cities in its expansion plans.