DATE: 2019

Fila is a classic, especially when it comes to the world of tennis. When Fila approached HUXHUX Design 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.