Mega what? FILA Korea’s three-month tour kicked off this winter with the opening of the brand’s first mega store — a term used to describe a popup shop that occupies more than 2,841 sf.
FILA Korea set out to renew and redefine their brand image through the opening of mega shops in nine cities across South Korea — and showcase new collections, of course. The brand recently concluded their initiative with the opening of a three-story, 4,768 sf space in the heart of Seoul’s Itaewon district. Designed according to FILA’s new “Stylish Performance” brand identity, the store’s interior combines decorative elements in acrylic, stainless steel, glass, and wood for a dynamic presentation that plays homage to the brand’s rich heritage, while still maintaining a simple and modern appeal. Special window displays on each floor are visible thanks to the store’s glass exterior, which also boasts FILA’s signature F-box logo. The rooftop serves as a communal area and will double as an event space for future brand activities.
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