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Casa FILA
Casa FILA
Manhattan, New York, NY, United States
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Other Projects by HUXHUX Design Inc.
Casa FILA
Manhattan, New York, NY, United States
At CASA FILA SoHo, HUXHUX Design redefined the flagship retail experience—transforming a traditional storefront into an immersive brand destination that blurs the lines between gallery, boutique, and social hub. Located in the heart of New York’s SoHo district, the project was completed in under three months from concept to opening.
This space wasn’t just designed to sell product—it was created to bring FILA’s heritage, energy, and innovation to life for a new generation of consumers. Our design approach began with a deep, collaborative dive into FILA’s Italian roots and evolving global identity. By aligning with teams across FILA's Tennis, Marketing, Design, and Corporate divisions, we identified the core values that define the brand: boldness, movement, and a playful sense of nostalgia. These principles shaped every detail of the space.
This space wasn’t just designed to sell product—it was created to bring FILA’s heritage, energy, and innovation to life for a new generation of consumers. Our design approach began with a deep, collaborative dive into FILA’s Italian roots and evolving global identity. By aligning with teams across FILA's Tennis, Marketing, Design, and Corporate divisions, we identified the core values that define the brand: boldness, movement, and a playful sense of nostalgia. These principles shaped every detail of the space.
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