NY | ComplexCon |Global

MKG was tasked to design a series of stores to help launch FILA’s marquee collection worldwide. The line, “Explore”, was designed around four key themes: Canyon, Woods, Mountains, and Elements. Our concept weaved sensorial moments, inspired by these themes, into the shopping experience. The flagship store was located in the heart of SoHo.

Taking notes from organic topographical maps, we hid a trail inside the store that led guests into dramatically shifting landscapes. With each step deeper into the experience, guests escaped the bustling streets and became immersed in FILA’s new collection.

One week before the pop-up stores opened their doors, we created a teaser experience at ComplexCon Chicago where we intro'd the clothes and experience. 

We took our concept global by designing and producing accompanying stores and experiences (in line with the designs from NYC) across three continents and ten cities including Tokyo, Seoul, Beijing, London, Santorini, and Sao Paulo.