FILA Explore

Client: FILA
Role: Creative Direction
Year: 2019

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. 

FILA-Exterior
FILA_Interior_1jpg
FILA-Exterior-2
FILA_interior_2

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.

MKG_FILA_NYC-2
FILA_hero
Sam_Wallander_FILA_Store_Opening_Soho__MG_0698
Screen-Shot-2021-04-05-at-10.15.12-PM
FILA_talks
FILA_talks_2
FILA_Tokyo_2
IMG_6083
FILA_Tokyo_3
Screen-Shot-2021-02-28-at-4.17.53-PM

Collaborators

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

Prev
lululemon
Next
The Glass Room

ALL RIGHTS RESERVED 2021 – GERDIN.JOHAN@GOOGLEMAIL.COM