Fila announces the opening of its largest boutique in China.
The Fila Sport Fashion House, now China’s largest Fila store, opens in Beijing this month in the APM shopping center located at 138 Wangfujing Street; the new FILA megastore covers an area of over 1,700 square meters, spread over three floors.
Wishing to become Beijing’s new fashion destination, the Fila Sport Fashion House expertly combines the brand’s Italian DNA with local culture, aesthetics and architecture. Thus, the typical Hutong roof becomes decorative walls, the rails of the Milanese metro form the space of the changing rooms, while the typical colors of the brand define a space entirely dedicated to Instagram fans.
Within the Fila Sport Fashion House are all the sporting lines and items from various collaborations with fashion brands, such as the new MSGM X FILA capsule collection dedicated to tennis.
The opening of the new megastore, which coincides with the brand’s 110th anniversary, represents a further step for Fila, showing an increasingly convincing ability to combine the world of sport with that of fashion.
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