A new lifestyle space combining FILA's long history with a contemporary sensibility has arrived in Seongsu, where fashion, culture and lifestyle trends intersect. Italian sports brand FILA, operated by Misto Korea Corp. (CEO Kim Ji-heon), announced that it opened its heritage lifestyle store 'FILA 1911 SEONGSU' on Yeonmujang-gil in Seongdong-gu, Seoul, on Oct. 30.
'FILA 1911 Seongsu' reinterprets the brand heritage FILA has carried since 1911 through a modern lifestyle lens. According to the company, the store was created to present FILA's history and identity in a new way in Seongsu and to offer a distinctive brand experience that connects sports, fashion and everyday culture.
The store spans two floors and covers approximately 145 square meters (44 pyeong). Its design reflects both the local character of Seongsu and FILA's brand heritage. The exterior features a red-brown color and a metal grid pattern inspired by the neighborhood's old factory and warehouse buildings, bringing together the area's character and the brand's identity.
Inside, the vintage texture of red brick, the modern structural aesthetic of metal and circular lighting combine to create an atmosphere that is at once classic and contemporary. Another key feature is the departure from conventional merchandising in favor of an organic flow, allowing visitors to explore the space freely and experience FILA's heritage and lifestyle naturally.
Collaboration products celebrating the opening are being released in limited quantities. The schedule kicks off with a collaboration with global brand ambassador Han So-hee at 11 a.m. on opening day, Oct. 30, followed by a collaboration with fashion brand NACHE on Oct. 31, and collaborations with designer brand OHOS and brand model Bong Tae-gyu on Nov. 1. Each collaboration is offered in limited quantities, with the aim of providing a special shopping experience for customers visiting the Seongsu store.
The store also features hands-on programs for visitors. It operates the 'Retro Box,' an instant photo booth with a retro feel, while the second floor houses the 'FILA Custom LAB,' where visitors can create their own FILA items. The Custom LAB offers a paid service that lets customers personalize products with a variety of graphics and patches.
An opening promotion is also underway. All purchasing customers receive a Seongsu-exclusive shopping bag. Depending on the purchase amount, customers spending 100,000 won or more receive a FILA keycap keyring, those spending 200,000 won or more receive a FILA bear keyring, and those spending 300,000 won or more receive an eco bag they can decorate with their own design, along with a customization service.
With this opening, FILA plans to link Seongsu's local heritage with the brand's own assets and expand its touchpoints with consumers in their 20s and 30s, both in Korea and abroad. The brand intends to operate the store not merely as a place to buy products, but as a space where visitors can directly experience the brand's history and style and express their own tastes, conveying the value of FILA's heritage lifestyle.
"FILA 1911 Seongsu is a space that newly presents the brand heritage FILA has built over many years, combined with Seongsu's unique cultural sensibility," a Misto Korea official said. "Going forward, we will continue to engage with customers at home and abroad through a variety of experiences connecting sports, fashion and lifestyle, and to convey FILA's distinctive brand value more broadly."
