Italian sportswear brand Fila’s largest store in China was inaugurated last month in Beijing.
As per the Fashion Network, the megastore spans over 1,700 square metres, across three floors. Dubbed the 'Fila Sport Fashion House', the store blends the brand’s Italian DNA with the local culture, aesthetics and architecture of Beijing.
Its interiors boast of a typical Hutong roof and a decorative wall. The tracks of the Milanese metro characterize the fitting room area. The final touch is the splash of brand colors that delineate an area entirely dedicated to Instagram fans.
The stores sells all Fila sport lines, as well as items from various collaborations, such as the new MSGM X Fila collection dedicated to tennis in store. Designed by Massimo Giorgetti, Founder and Creative Director, MSGM for the Roland Garros tennis tournament in Paris, the collaborative collection includes halter tops, mini skirts, shorts, polo shirts, and t-shirts in MSGM’s iconic tie-dye prints or marble motifs.
Earlier this month, Fila also unveiled a vibrant capsule collection to celebrate the European Football Championship taking place between June 11 and July 11, 2021.
