Italian Chic Meets Beijing at FILA Fusion's Store

Italian Chic Meets Beijing at FILA Fusion’s Store

Welcome to FILA Fusion’s Beijing store, where the vibrant energy of the city meets the elegance of Italian design. In this bustling corner of Beijing, FILA Fusion’s innovative concept store tells the story of FILA’s evolution from a small textile shop in Biella, Italy, to a global icon.

Italian Chic Meets Beijing at FILA Fusion's Store

Designed by the team at Q&A Studio, the store spans 170 sqm and the design team, including Gianmaria Quarta, Michele Armando, Lorenzo Trucato, Carlin Sun, and Xinyi You, integrates elements of Italian culture into the contemporary street-style narrative that defines FILA Fusion.

At the heart of the design strategy is the concept of translation, where iconic Italian elements blend into the store’s fabric. Statues transform into dynamic mannequins, and fragments of Roman ruins become captivating displays for the latest products. Overhead, porticoes become a stunning ceiling feature, adding a touch of classical sophistication to the industrial landscape.

The design journey unfolds in three key steps. First, the team carefully selected design elements from Italy’s artistic and cultural heritage, integrating them into functional units that echo FILA’s legacy. Next, inspired by the concept of the Roman domus house, the planning phase shaped functional areas and store flows, creating a dynamic and engaging retail environment.

As visitors explore the store, they transition through sections adorned with contemporary industrial materials interwoven with Italian touches, like cobblestone floors and bugnato walls treatment. It’s a fusion of the raw and the refined, reflecting FILA’s commitment to quality and innovation.

Every corner of this space invites exploration, mirroring the grandeur and decadence of Italy’s past. FILA Fusion’s Beijing store is not just a place to shop; it’s an immersive journey through the intersection of heritage and contemporary flair.

Photographer: Seth Powers