Fila is living the ‘Dolce Vita’. The Italian sports label has opened its first European flagship in Milan, taking its brands onto the commercial artery of the Corso Como.

Fila store on the Corso Como, Milan

Designed by the agency Swedish Design, who also planned Fila’s 2009 publicity campaign, this all new concept store reflects the renewal of management and positioning of Fila.

The boutique on the Corso Como will welcome collections from Fila Vintage and Fila Gold, but also a line of co-branded shoes from Fila-Wimbledon. Limited editions as well as exclusive products are also planned for the new flagship said the group.

“This first store gives us the occasion to show to consumers Fila’s style as well as the new business plan of the brand. The store will therefore become one of the sites to see in Milan”, explained Luca Bertolino, marketing director at Fila Emea.

By Jonathan Fulwell (Source: Sarah Ahssen)