In the summer of 2019 Fila launched their much hyped Explore collection. The NYC pop-up experience store was the major kick-off of the world launch. This new apparel line was inspired by nature: Canyon, Mountain, Woods, and Elements. We translated each of these into a sensory experience and dedicated nearly half of the pop-up’s footprint to the ‘journey’ through these spaces. Canyon was a light and space experience, with angular undulating walls, taking your from a tight corridor to a clearing with an interactive beam of light. Mountain took you straight to the summit of a snowy mountain; we ultra-cooled the room and insulated it from the sounds of the shop to give the true feeling of being on top. Woods took you into a lush greenery filled landscape with a chance to snap a stylish photo amongst the leaves that mimics infrared photography. The resulting photo shows you surrounded by hyper-pink foliage rather than green. Elements was a visual explosion of color; a rainbow gradient landscape melted from the wall to the display to the floor. The shopping experience placed you in a neutral sculpted environment to set off the vibrant apparel. Situated in gritty Soho, near Canal street we had the perfect contrast from outside in. Outside was hot, dirty, and loud. Inside was chilled (literally in Mountain), pure, and with expertly honed sensory experiences.
Press: Highsnobiety, Hypebeast, BizBash
Marilyn Duellman 