Located in the dynamic urban context of Beijing, the Fila Fusion concept store interprets the language of retail design through a contemporary reworking of Italian culture and streetwear aesthetics. Rooted in the brand’s history, from a small textile shop in Biella to a global icon, FILA’s identity is translated into a spatial narrative that connects heritage and contemporary retail experience.
The Fila Fusion concept
The design strategy developed by Q&A Studio is based on the concept of translation, where iconic elements from Italian culture are reinterpreted and integrated into the store layout. Rather than acting as decorative references, these elements become spatial devices that organize the environment and guide the customer experience.
Classical statues are reinterpreted as dynamic mannequins, while columns and fragments of Roman ruins function as display systems for the collections. Porticoes are transformed into a large overhead structure, introducing a classical architectural language within an industrial setting. The result is a coherent environment where heritage references, merchandising and spatial design work together to define a strong retail identity.
The designers structured the project through a threefold strategy. First, they selected key elements from Italian cultural and urban heritage, integrating them into functional retail components aligned with the brand identity. Then, inspired by the Roman domus concept, they shaped the functional areas and circulation paths, creating a clear and dynamic store layout. Finally, these references were translated into materials and details that connect narrative and function.
Materials and spatial atmosphere
Visitors move through a carefully orchestrated sequence of spaces, where contemporary industrial materials are combined with Italian references such as cobblestone flooring and rusticated wall treatments. This interplay between raw and refined surfaces creates a layered environment in which architectural language supports the brand narrative.
Each area contributes to a coherent spatial narrative. The entrance defines the tone of the project, while statues, ruins and reinterpreted architectural elements guide visitors through an experience that connects Italian heritage with contemporary urban culture. In this balance between memory, street culture and retail language, Fila Fusion becomes more than a store, it acts as a narrative device shaping the customer experience.
Location: Beijing (China)
Area: 170 sqm
Design: Q&A Studio
Design team: Gianmaria Quarta, Michele Armando, Lorenzo Trucato, Carlin Sun, Xinyi You
Photos courtesy: Seth Powers
by AN Shopfitting Magazine no.179 ©