Growing a Global Brand

We believe retail design should reflect on its history while aspiring to its future self.

Starting with the core strength of its Asian market and developing the brand to North American retail.

THE CHALLENGE

For the 2019 US Open, Korean-owned Fila had an opportunity to open a specialty store for the iconic tennis venue.  With no consistent brick and mortar retail in North America at the time, they needed a design firm who could not only design an engaging high yield store, but also deliver the completed project on an extremely tight timeline.  

THE OUTCOME

HUXHUX designed and delivered a complete store in just under three months.  Our approach to retail design takes into account a deep understanding of product, from both a product design as well as a target revenue generation proposal.  We see to it that the space is well designed and then carry the project through to opening day.   From custom fixtures to unique display VM, our team developed our design concepts in close collaboration with Fila’s Tennis, Marketing, Design, and Corporate teams. 

+ We look to partner with clients who seek meaningful partnerships for long term growth. 

Clean Lines. Bold Identity. FILA Reimagined

Fila asked HUXHUX Design Inc. to redesign their US Open store that we originally designed in 2019. We replaced all fixtures throughout the store with custom illuminated fixtures. We also executed all of the graphic design for the store and provided all visual merchandising services to the brand when we fully managed the store set for the event launch. The original store concept of a playful reinterpretation of tennis through the lens of Fila remains. 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 white tennis balls showcase products 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

Game, Set, Style — A Custom Retail Experience at Indian Wells

HUXHUX Design Inc. launched Fila’s tennis store at the 2020 BNP Paribas Open at Indian Wells Tennis Garden. 2020 marked a major expansion of Fila’s presence at the Open. We worked to elevate and optimize the primary retail store for tennis open patrons. We designed the store to accommodate tennis collections along with Fila’s Heritage, P.L. Rolando, Fitness, Accessory and Youth collections. We also designed the store to accommodate athlete signing events. Finally, we included a special customization area which was linked to an activation pod located on the tennis grounds. In addition to completing the interior design for this store, HUXHUX also provided visual merchandising for all collections.

Multiple Stores. One Unified Brand Experience

Fila asked HUXHUX Design Inc. to engage in an ambitious project to bring this iconic global brand to brick-and-mortar retail in North America. The four locations represent a comprehensive design effort by HUXHUX to design everything from the interior space, to fixturing, to visual merchandising, to visual programs and signage. We have integrated digital components into these stores as well as custom audio programming. We continue to develop the brand expression in a tangible retail space, something quite exciting and fresh for a brand that hasn’t hosted its own stores in many years.

Designing Moments That Connect: A Multi-Sensory Brand Experience: From Hypebeast Parties to Gallery Activations and Cultural Collaborations

HUXHUX Design Inc. curated a dynamic series of experiential activations to bring Casa Fila to life, transforming the space into a vibrant cultural hub. Highlights included a high-energy party hosted by Hypebeast, setting the tone for a fresh and youthful brand vibe. To engage all the senses, the store featured a gelato and espresso bar activation, creating a welcoming and social atmosphere. Gallery activations showcased the work of acclaimed photographer Ryan McGinley, followed by a celebratory event for Lev Tanju in honor of his collaboration with FILA on the FILA Plus collection. Through these thoughtfully designed events, HUXHUX crafted a layered brand experience that blended art, culture, and lifestyle—solidifying Casa Fila as more than a store, but a destination.

HYPEBEAST LAUNCH PARTY

RYAN McGINLEY GALLERY

FILA PLUS SHOP IN SHOP

FILA FOUND VINTAGE SHOP IN SHOP

RAF’S FILA PLUS PARTY FOR LEV TANJU

CASA FILA ESPRESSO & GELATO BAR