Italy FILA Shin Kong World Image Store Debuts in Beijing

The brand new FILA store image of the 100-year-old lifestyle brand FILA in Beijing was officially unveiled on the 13th of this month.

FILA executives join hands with senior executives of Shin Kong to start "Costa Marina Cruise"

On the same day, FILA executives together with senior executives of Shin Kong, started the “Costa Marina Cruise”, marking the start of a new FILA fashion sailing journey. On the site of this high-end department store in Beijing, FILA also held its latest summer sailing series show.

FILA Shin Kong Place Store Opening Ceremony Model FILA 2012 Summer New Installation

The FILA2012 summer navigation series was released on the fourth floor of the Shin Kong Place. The event site was designed with the appearance of the Costa Marina, creating a coastline stage style. Yao Yaoxiong, President of FILA China, together with Liang Jian, the chief designer of China, and Gan Tianxin, the deputy general manager of Xinguang Tiandi, jointly held the steering wheel and symbolically started the cruise to unveil the new image store.

The FILA 2012 summer series was inspired by the Costa Marina, a luxury cruise ship anchored on the beautiful Italian coast. The "MARE" of the "ocean" and the name "Costa Marina" of the luxury cruise ship are patterned elements, combining the creative elements of the navigational style to allow consumption. It is like being on the beautiful Italian coast and traveling on the Costa Marina. In the airy sailing and sailing resorts, the cruise ships are in harmony with the sky and the sea. The classic mix of blue and white colors brings the visual effects of the voyagers who are like the sea.

In terms of material selection, 2012 summer clothing is specially selected for PIMA cotton with low yield, strong toughness and good fineness, as well as FILA representative fabric Lycra and breathable ultra-lightweight fabric 15D nylon, these high-quality stretch fabrics, high ventilation Easy perspiration; Clean printing and dyeing effects and self-cultivation design highlight the unique material of FILA.

FILA Shin Kong Place Display Design

FILA's new store is more humanized in its regional design and more modern in overall decoration. It really allows consumers to experience shopping surprises and fun, and to obtain a variety of sensory fun. FILA hopes to fully demonstrate the essence of FILA's Italian lifestyle brand in the fashion atmosphere of Xinguangtiandi, creating a humanistic business, and providing Chinese consumers with a fashion concept that is both comfortable and relaxing and that pays attention to detail and beauty.

About FILA

FILA is a famous Italian lifestyle brand for a century. It began in 1911 as a textile and knitwear company founded by the FILA brothers in the small town of Biella, Italy. During the 100 years of development and transformation, FILA has presented a classic, stylish, sexy and high-quality Italian-style image from beginning to end. Not only that, but its passion and vitality, as well as the attitude of life in pursuit of simple beauty, have also deeply influenced several generations. people.