CLIENT: FILA
DATE: 2022
DETAILS: INTERIOR DESIGN, GRAPHIC DESIGN, VISUAL MERCHANDISING
Fila asked HUXHUX Design to redesign their US Open store that we originally designed in 2019. We replaced all fixtures throughout the store with custom illuminated fixtures. We also executed all of the graphic design for the store and provided all visual merchandising services to the brand when we fully managed the store set for the event launch. The original store concept of a playful reinterpretation of tennis through the lens of Fila remains. We abstract the clean geometries of the tennis court to provide customers with a crisp, well-organized store with legible collections for performance and lifestyle. The dressing room is a playful deconstructed tennis court moment. Pedestals filled with white tennis balls showcase products throughout the space. We even designed signature Fila benches that echo the heritage pinstripe that has become synonymous with the brand. Our goal was to design a space where customers connect with both brand and sport in a way that is playful and visually captivating.