MILAN, June 1 (Class Editori) — Italian sportswear brand Fila is focusing on China and inaugurated its largest store in the country in the city of Beijing. Opening at the APM Mall, the Fila megastore spans over 1,700 square meters, across three floors.
Dubbed the "Fila Sport Fashion House", it was designed to become Beijing's new fashion destination and to blend brand's Italian DNA with the local aesthetics while merging sport and fashion. Hence, the inside embraces the typical Hutong roof as a decorative wall, while the tracks of the Milanese metro characterize the fitting room area. Inside the store customers will find all the Fila sport lines, as well as items from various collaborations, such as the new MSGM X Fila collection dedicated to tennis.
With the opening of the new megastore, Fila celebrates its 110th anniversary, as it seeks to take on the world of fashion. In addition to the collaboration with the brand designed by Massimo Giorgetti, in fact, the brand had also made a partnership in the name of Made-in-Italy together with Acqua di Parma (see MFF of April 26).
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