Role: Creative Direction
To launch FILA’s heritage collection Explore, we created a retail concept centered around bringing sensorial aspects of nature into the hearts of cities. People entered a topography-inspired basecamp to explore the collection, before taking select items on a sensorial hike.
After launching in NYC, we scaled the concept globally across three continents and ten cities including Tokyo, Seoul, Mumbai, London, and Sao Paulo. We also brought the concept to life at the 2019 Complexcon.
The hike was designed to offer a range of ways to get a feel for the clothes in different lights, against bold colors, and, in plenty of mirrors.
First people entered an immersive light installation inspired by how canyons play with perceptions of light. They moved on to a sound-detracted room inspired by the stillness of snow-clad vistas. Finally, they could pose in front of a leafy greenscreen that changed its appearance to magenta when captured via photos and videos.
Art Director: Clarissa Roudabush
Experiential Designer: Katy Bohurjak
Lighting Designer: Reneé Molina
Artist: Jeff Crouse
Fabrication: Pink Sparrow
Technical Lead: Smooth
Content: Matte Projects
Photographer: Andrew White
Executive Producer: Mili Marcetic
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