Casa Fila Soho

CLIENT: FILA USA
DATE: 2024
DETAILS: INTERIOR DESIGN, GRAPHIC DESIGN, VISUAL MERCHANDISING
PHOTOGRAPHY: Udom Surangsophon
STYLING: HUXHUX Design Inc.

As Fila prepared to enter a new era in sportswear, they asked HUXHUX Design Inc. to design a concept store for its new brand direction. Honoring its Italian roots and embracing grit and grace, this elevated brand space is meant to embody a new path forward for the iconic sportswear brand. With the concept of Casa Fila, we wanted all of your senses to be engaged. You are entering Fila's home in every sense. We paid attention to these details in our design to engage a space that activates all of your senses. From a tactile palette to curated soundscapes to customized scentscapes to activations we curated for the brand, the store delivers a total experience that is rich and layered. This project marks an exciting new chapter for our partnership with the brand and we are so thrilled and excited for what is to come!

Exterior view of a building in New York City with large windows and a brick facade, featuring the "CASA FILA" signage on the entrance.
3D floor plan of a narrow, elongated retail store layout with clothing racks, a seating area, and display shelves. The entrance is at one end, while shelving and benches are positioned at the opposite end. The store has modern interior decor and a clean, minimalist design.
Retail store interior with clothing racks, a wooden desk, and a display case. Mannequins wearing outfits are near the desk. Clothes on hangers include green, white, and blue garments. A wall sign reads '1911 & Every Day Since.' The store has a modern, minimalist design with hardwood floors and a long corridor layout.
Clothing display in a store, featuring apparel on hangers, including green shorts and a mix of dark and light shirts. The background wall reads '1911 & Every Day Since', with a logo below.
Vintage black display cabinet with "FILA FOUND" text, housing documents and a lamp, located in a store with wooden walls and clothing racks.
Office interior with a vintage display cabinet labeled 'FILA FOUND,' a wooden desk with green chairs, a TV on the wall, and clothing racks in the background.
Clothing store interior with green, navy, and white outfits on display, featuring mannequins and clothing racks.
Store interior with wooden walls and a decorative plant in the corner. A display case labeled 'FILA FOUND' is on a counter with open books and hats. The back wall features a large mural of a scenic ocean view with 'Bellissimo' text and a tennis match in the foreground. Overhead lights are hanging above.
A small wooden counter in a minimalist space with black chairs lined against it. On the counter are open books and Fila caps. A glass display case with tropical leaves inside is also present. The wall is decorated with a large photo of a lake scene.
A display case labeled 'FILA FOUND' contains vintage memorabilia, including an open book with black and white photos, old product packaging, a small lamp, and other objects. A large photograph of a scenic lake and tennis court is in the background.
Clothing store interior with mannequin wearing athletic apparel and a rack displaying green, cream, and navy garments.
Modern sneaker store interior with wooden shelves displaying sneakers and 'Casa Fila' branding on the wall.
Five striped polo shirts with contrasting collars on display stands, set against a backdrop of an outdoor social gathering.
Modern fitting room with wooden accents, large mirrors, and soft lighting. A small display shelf with shoes is visible. Beige curtains and unique mannequin stools add elegance. Minimalist design with concrete flooring.
Interior of a modern shoe store with wooden shelves displaying sneakers and a large mirror reflecting the decor. There's a changing area with a curtain on the left and a unique sculpture on the floor next to a hanging green garment. "Casa Fila" is written on the wall above the shoe display.
Interior of a modern clothing store with mannequins and racks of clothes. Features wooden furniture, a large mirror, and ambient lighting.
Modern showroom interior with a wooden display of sneakers labeled "Casa Fila," featuring mannequins dressed in casual athletic wear, minimalist wooden furniture, and promotional posters on the walls.
Exterior of a storefront with a "Fila" sign, large windows, potted plants, and a bench on the sidewalk. A sandwich board outside displays store information.
Street view of two storefronts: Casa Fila with a bench and potted plants in front, and Clare V. with window displays, located on a city sidewalk.
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