To launch FILA’s heritage collection Explore across three continents, we created a retail concept centered around bringing sensorial aspects of nature into the hearts of cities.
CONCEPT DEV & CREATIVE DIRECTION FOR FILA
THE BASECAMP: Inside the NYC flagship, people explored the collection at a topograpy-inspired basecamp before taking select items on a sensorial hike.
THE HIKE: Together with artist Jeff Crouse, we created a light-based installation inspired by how canyons play with perceptions of light.
THE HIKE: We created sound-detracted rooms inspired by the stillness of snow-clad vistas.
THE HIKE: We designed leafy greenscreens that changed appearance to magenta when captured via photos and videos.
PROFILES: The store hosted a series of talks in collaboration with Highsnobity, featuring profiles such as Nicole Mclaughlin and Bloody Dior.
GLOBAL TAKEOVERS: After launching in NYC, we scaled the concept globally with smaller stores and experiences 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.
Role: Concept & Creative Direction
FRIENDS & ENEMIES
Clarissa Roudabush – Art Direction
Katy Bohurjak – Experiential Desinger
Reneé Molina – Lighting Designer
Jeff Crouse – Artist
Pink Sparrow – Fabrication
Smooth – Technical Lead
Matte Projects – Content
Andrew White – Photographer
Mili Marcetic – Experiential Producer
ALL RIGHTS RESERVED 2021 – GERDIN.JOHAN@GOOGLEMAIL.COM