The Italian sportswear brand has chosen the city of Beijing to launch its largest Chinese store to date.
The new store has opened at APM Mall and the megastore spans an area of over 1,700sq m across three floors. The new store has been dubbed as the ‘Fila Sport Fashion House’ and has been designed to blend the brand’s traditional Italian DNA with Beijing’s local culture, aesthetics and architecture.
The store’s interior embraces a typical Hutong roof as a decorative wall, whilst the fitting room area has been inspired by the Milanese metro. The Fila brand colours indicate an area that is entirely dedicated to Instagram fans.
The new store will house all the Fila sports lines, as well as items from a number of different collections, including the new MSGM X Fila collection which is dedicated to tennis. The opening of the new megastore and this recent fashion collaboration celebrates and coincides with the brand’s 100th anniversary.
