FILA has opened a lifestyle store in Seongsu-dong, Seoul, reinterpreting the brand's 115-year history with a modern touch. The store will sell limited edition collaborations with fashion brands and celebrities, while also providing an interactive space for visitors to customize products, aiming to engage younger consumers.
On October 30, Mistokorea announced the opening of 'FILA 1911 Seongsu' located on Yeonmujang-gil in the Seongdong District of Seoul.
The store spans two floors with a total area of 145 square meters (approximately 1,560 square feet). The name reflects the year FILA was founded, emphasizing the brand's history and identity.
The design of the space incorporates the local characteristics of Seongsu-dong, which was once home to many factories and warehouses. The exterior features a reddish-brown color and metal lattice patterns to evoke the atmosphere of old industrial facilities. Inside, red brick, metal materials, and circular lighting combine vintage elements with modern design.
To celebrate the opening, FILA will sequentially release limited edition collaboration products over three days. Starting on October 30, products in collaboration with global ambassador Han So-hee will be available, followed by items from the fashion brand NACHE on October 31, and designer brand OHOS along with brand model Bong Tae-kyu on November 1, all in limited quantities.
The store will also feature customer experience programs, including a retro instant photo booth called 'Retro Box' and a customization area named 'FILA Custom Lab,' where customers can personalize products using graphics and patches. Gifts such as keycap keyrings, bear keyrings, and eco-bag customization services will be offered based on purchase amounts.
FILA plans to operate the Seongsu location as a space for experiencing the brand's history and lifestyle. The company aims to promote the brand to consumers in their 20s and 30s both domestically and internationally, continuously presenting content that combines fashion and everyday culture.
A representative from Mistokorea stated, "FILA 1911 Seongsu is a newly launched space that combines FILA's long-established brand heritage with the cultural sensibilities unique to Seongsu. We will continue to connect sports, fashion, and lifestyle through various experiences to communicate with customers both domestically and internationally, further conveying FILA's brand value."
* This article has been translated by AI.
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