Fila at US Open

CLIENT: FILA USA
DATE: 2019 - 2024
DETAILS: INTERIOR DESIGN, GRAPHIC DESIGN, VISUAL MERCHANDISING
PHOTOGRAPHY: Udom Surangsophon
STYLING: HUXHUX Design Inc.

HUXHUX Design Inc. designed FILA’s store at the US Open since 2019.

Fila is a classic, especially when it comes to the world of tennis. When Fila approached HUXHUX Design Inc. to launch their US Open store we were thrilled to have an opportunity to design a store that was true to the DNA of Fila while also speaking directly to the legendary event. The store concept is a playful reinterpretation of tennis through the lens of Fila. 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 red, white and blue tennis balls showcase product 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.

As Fila prepared to enter a new era in sportswear, they asked HUXHUX Design Inc. to redesign their store for the US Open. This year we centered our focus on the launch of the Casa Fila collection while balancing it with their inline tennis collections. We also launched the Fila Plus collection at the US Open Store as this collection was released during week 2 of the tennis event.

Architectural floor plan of a dental clinic with two patient rooms, a reception area, and various dental equipment and furniture.
Exterior view of the Grandstand building at a tennis venue, featuring a modern design with glass windows, a sign displaying "Grandstand", and a billboard showing event sponsors against a blue sky background.
Interior of a clothing store with sportswear displayed on mannequins and racks. Features green, blue, and white apparel including shirts, dresses, and skirts. The floor has a logo "Casa Fila." Large windows provide natural light.
Entrance of a clothing store with a black mat featuring a logo, displaying various apparel items on racks and mannequins inside.
Interior of a retail store displaying various clothing items, including hoodies, shirts, and sweaters, organized on shelves and hangers. A table in the center showcases folded pink hoodies. The setting has modern lighting and decor.
Interior of a modern clothing store with racks of colorful apparel and a mannequin wearing sportswear.
Interior of a modern clothing store with mannequins, sportswear, and casual attire displayed on racks and shelves.
Retail clothing store interior with folded hoodies and mannequins.
Interior of a retail store displaying sports apparel including white and navy jackets, skirts, dresses, and a mannequin wearing a red outfit. Tennis balls and a branded bag are visible.
Interior of modern retail clothing store with racks of apparel, including shirts, sweaters, and accessories, against large windows showcasing an outdoor view.
A clothing store display featuring various athletic apparel, including jackets, shirts, shorts, skirts, and matching sets. A mannequin on the left is dressed in a green jacket, shorts, and white sneakers. White sneakers are displayed on shelves above the clothes, and the color scheme includes navy, black, cream, and green.
Retail clothing store interior featuring green sweaters, navy and beige clothing, with modern display shelves and mannequins, showcasing a sporty fashion collection.
Interior of a clothing store with a white counter, racks of apparel, a television screen displaying a person, and overhead lighting.
Interior of a FILA clothing store with racks of apparel, a large backpack on display, and a decorative mural featuring an outdoor scene.
Modern clothing store interior with racks of shirts and pants, industrial design, and large windows.
Retail store interior with shelves of colorful athletic apparel and sneakers displayed, featuring various clothing items such as shirts and jackets. Shop has a modern, open layout with bright lighting.
Interior scene with red curtains framing an area displaying a large wall mural of people at a pool party. Clothing is hung on a net on the left wall.
Retail store interior with clothing and footwear display, including striped shirts and mannequin wearing shorts and sneakers.
Retail clothing store interior with racks of shirts and hoodies, bright lighting, and decorative wall displays.
Display of sneakers, caps, and sportswear in a store, featuring various white and colored sneakers, mannequin dressed in sports attire, and wall posters.
Outdoor seating area with tables and blue umbrellas at a tennis stadium, featuring greenery and a scoreboard.
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