Fila at US Open
CLIENT: FILA USA
DETAILS: INTERIOR DESIGN, GRAPHIC DESIGN, VISUAL MERCHANDISING
PHOTOGRAPHY: Udom Surangsophon
STYLING: HUXHUX Design Inc.
For the FILA US Open Store, HUXHUX was tasked with creating a retail environment that captured the excitement and prestige of one of tennis’s most iconic events. The challenge: design a pop-up that would stand out amid fierce competition, deliver operational excellence under tight timelines, and authentically reflect FILA’s brand DNA.
Our approach began with a rapid but thorough discovery process, working closely with FILA’s marketing and merchandising teams to understand the goals for the space and the unique requirements of the US Open audience. We mapped out customer journeys, traffic flow, and key touchpoints, ensuring the design would maximize engagement and conversion.
The store’s layout was conceived for efficiency and impact, using modular fixtures and bold graphics to guide visitors through curated zones—apparel, footwear, and exclusive event merchandise. Custom display elements evoke the energy of the game, with dynamic lines, vibrant colors, and subtle nods to FILA’s Italian heritage woven throughout.
Materiality was chosen for both durability and visual appeal, with high-gloss finishes, perforated metals, and integrated lighting creating a sense of movement and modernity. The flexible design allowed for quick installation and breakdown, meeting the logistical demands of a major sporting event without sacrificing style or function.
HUXHUX delivered full-service project management, overseeing everything from vendor coordination to on-site supervision. The result was a pop-up that not only boosted sales, but also elevated the brand’s presence at the US Open—delighting fans and setting a new standard for event retail.
THE PROCESS
