FILA EXPLORE

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

FILA-Exterior
FILA_Interior_1jpg
FILA-Exterior-2
FILA_interior_2


THE BASECAMP: 
Inside the NYC flagship, people explored the collection at a topograpy-inspired basecamp before taking select items on a sensorial hike.

MKG_FILA_NYC-2


THE HIKE: 
Together with artist Jeff Crouse, we created a light-based installation inspired by how canyons play with perceptions of light.
 

FILA_hero


THE HIKE: 
We created sound-detracted rooms inspired by the stillness of snow-clad vistas.

Sam_Wallander_FILA_Store_Opening_Soho__MG_0698
Screen-Shot-2021-04-05-at-10.15.12-PM


THE HIKE: 
We designed leafy greenscreens that changed appearance to magenta when captured via photos and videos.

FILA_talks
FILA_talks_2


PROFILES: 
The store hosted a series of talks in collaboration with Highsnobity, featuring profiles such as Nicole Mclaughlin and Bloody Dior.

FILA_Tokyo_2
IMG_6083
FILA_Tokyo_3


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.

Screen-Shot-2021-02-28-at-4.17.53-PM

KEY INFO
Year: 2019
Role: Concept & Creative Direction
Client: FILA
Agency: MKG

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

RESULTS & FURTHER READING
Sold out collection 

Bizbash
Hypebeast
Highsnobitey


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