Sportswear Brand Fila Launches a Paper Made Toy Store in Japan
Tia Clarke — February 25, 2013 — Marketing
References: talent.adweek & behance.net
Sportswear brand FILA showed off their fun side by transforming their Japan store into a paper made fantasy world. The brand created the store to promote a new range of brightly colored sneakers and the juxtaposition worked perfectly.
Visitor's to the FILA store were encouraged to wear giant paper cartoon character heads and go about their daily business like shopping and catching the subway, to promote the store's bold concept. The store itself featured small paper made school boys with backpacks positioned around the store as well as a complete replica of the shop, complete with sneakers, t-shirts and bags all made from paper displayed like regular products.
The design was created as the result of a collaboration between two design firms; '1000 Day' and '08am'.
Visitor's to the FILA store were encouraged to wear giant paper cartoon character heads and go about their daily business like shopping and catching the subway, to promote the store's bold concept. The store itself featured small paper made school boys with backpacks positioned around the store as well as a complete replica of the shop, complete with sneakers, t-shirts and bags all made from paper displayed like regular products.
The design was created as the result of a collaboration between two design firms; '1000 Day' and '08am'.
Trend Themes
1. Paper Art - Opportunity for creating immersive and engaging brand experiences through paper art installations and designs.
2. Fantasy Retail - Potential for transforming retail spaces into fantasy worlds to create unique and memorable shopping experiences.
3. Interactive Promotions - Possibility for encouraging customer participation and engagement through interactive promotions like wearing giant paper cartoon character heads.
Industry Implications
1. Sportswear - Disruptive innovation opportunity for sportswear brands to create out-of-the-box retail experiences, enhancing customer engagement and brand awareness.
2. Design - Potential for design firms to collaborate with brands in creating visually captivating installations and paper-based marketing strategies.
3. Retail - Opportunity for retailers to differentiate themselves with unique and immersive store concepts, driving foot traffic and brand loyalty.
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