Casa Fila Soho

Exterior view of a building in New York City with large windows and a brick facade, featuring the "CASA FILA" signage on the entrance.

CLIENT: FILA USA
DETAILS: INTERIOR DESIGN, GRAPHIC DESIGN, VISUAL MERCHANDISING LOCATION: NOLITA, NYC
PHOTOGRAPHY: UDOM SURANGSOPHON
STYLING: HUXHUX DESIGN INC.

At CASA FILA SoHo, HUXHUX Design redefined the flagship retail experience—transforming a traditional storefront into an immersive brand destination that blurs the lines between gallery, boutique, and social hub. Located in the heart of New York’s SoHo district, the project was completed in under three months from concept to opening.

This space wasn’t just designed to sell product—it was created to bring FILA’s heritage, energy, and innovation to life for a new generation of consumers. Our design approach began with a deep, collaborative dive into FILA’s Italian roots and evolving global identity. By aligning with teams across FILA's Tennis, Marketing, Design, and Corporate divisions, we identified the core values that define the brand: boldness, movement, and a playful sense of nostalgia. These principles shaped every detail of the space.


The store is highly flexible and modular by design, able to adapt seamlessly to new product drops, community activations, and cultural moments. Custom millwork, mobile fixtures, and curated visual merchandising allow for constant reinvention—keeping the space fresh and responsive to each campaign. Drawing from FILA’s iconic palette, we paired vibrant reds and blues with raw concrete, warm wood, and oversized campaign visuals to create a dynamic yet grounded retail environment.

Lighting design played a crucial role in shaping the customer journey, with a gallery-style system that highlights both merchandise and architectural features. Digital displays, mirrored surfaces, and curated artwork contribute to an atmosphere of discovery, while reinforcing FILA’s dynamic, youth-driven identity.


3D floor plan of a narrow, elongated retail store layout with clothing racks, a seating area, and display shelves. The entrance is at one end, while shelving and benches are positioned at the opposite end. The store has modern interior decor and a clean, minimalist design.
Retail store interior with clothing racks, a wooden desk, and a display case. Mannequins wearing outfits are near the desk. Clothes on hangers include green, white, and blue garments. A wall sign reads '1911 & Every Day Since.' The store has a modern, minimalist design with hardwood floors and a long corridor layout.
Clothing display in a store, featuring apparel on hangers, including green shorts and a mix of dark and light shirts. The background wall reads '1911 & Every Day Since', with a logo below.
Vintage black display cabinet with "FILA FOUND" text, housing documents and a lamp, located in a store with wooden walls and clothing racks.
Office interior with a vintage display cabinet labeled 'FILA FOUND,' a wooden desk with green chairs, a TV on the wall, and clothing racks in the background.
Clothing store interior with green, navy, and white outfits on display, featuring mannequins and clothing racks.
Store interior with wooden walls and a decorative plant in the corner. A display case labeled 'FILA FOUND' is on a counter with open books and hats. The back wall features a large mural of a scenic ocean view with 'Bellissimo' text and a tennis match in the foreground. Overhead lights are hanging above.
A small wooden counter in a minimalist space with black chairs lined against it. On the counter are open books and Fila caps. A glass display case with tropical leaves inside is also present. The wall is decorated with a large photo of a lake scene.
A display case labeled 'FILA FOUND' contains vintage memorabilia, including an open book with black and white photos, old product packaging, a small lamp, and other objects. A large photograph of a scenic lake and tennis court is in the background.
Clothing store interior with mannequin wearing athletic apparel and a rack displaying green, cream, and navy garments.
Modern sneaker store interior with wooden shelves displaying sneakers and 'Casa Fila' branding on the wall.

Beyond the build, HUXHUX partnered with FILA to program and activate the space for a variety of brand moments. From FILA Found—a curated vintage capsule—to a complete transformation for the Ryan McGinley gallery opening, our team managed and executed everything from event programming and product launches to VIP openings, print collateral, and brand ambassador strategy.

Throughout the process, HUXHUX oversaw every phase—from initial concept and prototyping to construction management and final styling. The result is more than a store: it’s a cultural platform for FILA’s community—a place where commerce meets creativity, and brand storytelling becomes a lived experience.

Five striped polo shirts with contrasting collars on display stands, set against a backdrop of an outdoor social gathering.
Modern fitting room with wooden accents, large mirrors, and soft lighting. A small display shelf with shoes is visible. Beige curtains and unique mannequin stools add elegance. Minimalist design with concrete flooring.
Interior of a modern shoe store with wooden shelves displaying sneakers and a large mirror reflecting the decor. There's a changing area with a curtain on the left and a unique sculpture on the floor next to a hanging green garment. "Casa Fila" is written on the wall above the shoe display.
Interior of a modern clothing store with mannequins and racks of clothes. Features wooden furniture, a large mirror, and ambient lighting.
Modern showroom interior with a wooden display of sneakers labeled "Casa Fila," featuring mannequins dressed in casual athletic wear, minimalist wooden furniture, and promotional posters on the walls.
Exterior of a storefront with a "Fila" sign, large windows, potted plants, and a bench on the sidewalk. A sandwich board outside displays store information.
Street view of two storefronts: Casa Fila with a bench and potted plants in front, and Clare V. with window displays, located on a city sidewalk.

THE PROCESS

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