Customers Accent Their Fila Fashions | Adweek
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Customers Accent Their Fila Fashions

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NEW YORK Italian apparel company Fila is opening a pop-up store in the trendy Manhattan neighborhood known as NoLita and will invite paintbrush-wielding, espresso-sipping shoppers to come by and enjoy the ambience.

The promotional space has been designed to showcase the manufacturer's Filativa active line that fuses sports-inspired footwear and apparel with Italian design. The space will encompass contemporary Italian furniture and a clear, raised Plexiglas floor, a look that strives to be "open" and "modern," with a "cool techno vibe," according to a company statement.

"It's like you walk through the billboard," said Eric Dorfman, founder of Location NYC, the company that designed and executed the space.

Visitors to the store, which will be open for a month, will be invited to paint designs on canvas, which will then be heat-pressed to a blank Filativa T-shirt. Visitors can also use computer kiosks to design their shirts.

To complete the fashion meets culture platform, Filativa will invite one aspiring artist each day to paint his or her own pair of sneakers. Artists can schedule a time, and a palette and pair of sneakers in their size will be waiting for them upon their arrival.

The pop-up is meant to "allow consumers to create their own artistic experience from start to finish. It is meant to inspire and produce creativity instead of pushing a pre-conceived style down their throat," said Dorfman.

A similar retail space will open in Los Angeles on June 1, he said.