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Architectural Achievement Prominent in Fila’s Newly Opened Retail Space

May 11, 2006 10:03 AM

Fila’s latest addition to its growing family of high-end retail stores is making its debut this week at Mizner Park, a one-of-a-kind outdoor shopping experience in Boca Raton, Fla. Inspired by the vision of renowned Italian architect, Giorgio Borruso, the avant garde space is designed to mirror the brand’s flagship retail store on Manhattan’s highbrow Madison Avenue—the New York space recently won coveted “Store of the Year” honors from NASFM and was additionally named “Best New Store” by ISPO, considered the Golden Globes of retail awards.

Often referred to as the “village-within-the-city,” The Mizner Park shopping center boasts an attractive location in a European-influenced setting as well as an outstanding retail lineup—attributes which appealed to Fila’s executive management in determining the brand’s locale. A myriad of upscale shops including boutiques, relaxed dining, and an open-air amphitheater all culminated to reflect an environment conducive to a luxury Italian sports brand. Fila’s new space in Boca Raton is especially significant given the brand’s influential history in the area. Fila has played a prominent role in the resort world of tennis in southern Florida, partnering with Cliff Drysdale Tennis and serving as the official footwear and sponsorship of the NASDAQ-100 Open. In April 2006, the Fila brand graced the form of number-two ranked, reigning U.S. Open great Kim Clijsters in Coral Gables, then took center stage on the heels of Svetlana Kuznetsova when the Russian captured the NASDAQ-100 Open Title. In the same month, the brand launched its sport couture line on one of the nation’s most fashionable runways at Miami Funkshion.

In the tradition of finely pairing sport and artistry, the award winning flagship store design is reflective of its target market, both discerning and pleasurable. Its fixtures and design elements personify movement as shoppers are transported to a world where the passion of art and sport is seamlessly entwined. A signature shoe wall cradles footwear in imagery reminiscent of birds taking flight. Even the ceiling is made fluid by undulating strips flowing across the space, an illusion created by an aluminum frame, bound in a continuous piece of fabric. The brand’s sports heritage is also evident in technogel seating pads mimicking the athletic-shoe cushioning on MDF benches, hand-finished in eight coats of pearlescent lacquer. Overall, the stylish appearance of the store is a reflection of the chic and functional fashions within. Ultimately, it is the merchandise which triumphs as the transparency of the metacrylic fixture elements place it squarely in the spotlight and reflective columns give it an instant replay. The brand identity is further distinguished by the presentation of all of its collections under one elaborate rooftop.

According to Sheryl Bloom, Managing Director of Retail, the Italian brand is declaring its presence on a global stage of elite and exceptional fashion. The expansion of privately owned retail spaces is an integral part of that branding strategy. Borruso’s vision of “l’arte nello sport,” or the “art of sport,” is being successfully interpreted in a nationwide rollout of stores. The Mizner Park debut follows on the stylish heels of successful store launches in La Jolla, San Jose, Las Vegas, Charlotte, and Towson with an upcoming space already slated for Coral Gables.

“Fila’s clientele view sport as a part of their overall identity and their participation is as highly personal, beautiful, and transcendent as the retail spaces themselves,” said Bloom. “An enduring tribute to the art of movement, the stores reflect Fila’s renewed dedication to elegance, lightness and grace, seamlessly united with the heart and core of sport.”

Store personnel can be reached at 866.758.FILA (3452).

ABOUT FILA

Fila was conceived in 1911 in Biella, in the shadows of the Italian Alps. The brand made a dramatic debut as an elite performance brand in 1973. Over the years the brand has drawn attention from the elite likes of Bjorn Borg, Reinhold Messner, Alberto Tomba, as well as current U.S. Open Champion Kim Clijsters and NASDAQ-100 Open Champion, Svetlana Kuznetsova. Fila offers its distinctive luxury goods in eight categories, ranging from performance collections to sport couture.

Fila is a subsidiary of Sport Brands International (SBI), which creates, develops, produces and distributes athletic brands including Fila, Ciesse and Cloudveil. The Fila brand has its most vital market penetration in the Americas, Europe and Asia. SBI is a privately held entity with global operations in Milan, Italy; New York, New York; and Sparks, Maryland. Research and development facilities are additionally located in Montebelluna, Italy. To learn more about the brand, visit fila.com.
 

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