FILA ORIGINALE Challenges Artists to Redesign Traveling Café & Event Space

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(FILA Korea) – FILA Originale’s new project challenges artists to redesign a traveling venue that doubles as a café, pop-up shop, and music venue.   

Last year, #filakorea challenged four up-and-coming artists​ to reinterpret and redesign some of the brand’s classic footwear styles for the young adult market in a movement they dubbed “FILA Originale.” The redesigned shoes were then launched in a limited-edition collection, alongside a new “modern heritage” apparel collection that included big-logo items, track suits, and oversized t-shirts. The 90s-inspired styles quickly grabbed the attention of the young adult market, which responded positively to the throwback fashions.

Eighteen months later, #filaoriginale is kicking off its newest initiative, which challenges artists to embrace modern sub-culture by decorating a travelling pop-up shop that will serve as a performance arena, studio, or café (depending on the need) for various genres of musicians. Dubbed the “Ground Project,” the initiative again aims to reach the 20-something age group by combining #fashion and culture by offering them an open and creative atmosphere to enjoy. The first floor of the pop-up store operates as a retail space, with limited items from #fila ORIGINALE’s spring/summer 2016 collection available for purchase. A basement space houses weekly performances from up-and-coming artists and DJs. 

The GROUND PROJECT kicked off in March in Itaewon, Seoul, where it ran for one month. The venue has since moved to Samchung-ro 146, Seoul where it will run until June 26. A source close to the project said, "[The goal of] this project is to create items that integrate young culture with the passionate energy and collaborative spirit of multiple artists. #filaoriginale will promote the spirit of the brand by sharing in fantastic artistic performances."