The new 144sq m store in Rio de Janeiro combines an exciting shopping experience with the centenary history of the brand.
The Brazilian store is the work of Ricardo Campos, an architect of the Santa Irreverência office, and the space invites customers to become a part of the legacy of the brand, whilst also presenting an interactive space that traverses a timeline with historical records and iconic moments created by great athletes.
The Fila ‘multisport’ universe is seamlessly blended into the décor. Tennis, running, swimming activewear and lifestyle products are represented by original collection, complete produce lines and images that depict a number of historic sporting moments.
“The concept store was designed to generate connection and energy with our audience. We follow the language of the brand, but also capture different inspirations such as the classic shirt worn by our global ambassador Björn Borg, one of the greatest tennis players in the world. The design of the piece exactly translates the Italian soul of our place,” explains Adriana Magalhães David, Head of Branding and Marketing at Fila Brazil.
