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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, FILA Korea 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, FILA ORIGINALE 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. FILA ORIGINALE will promote the spirit of the brand by sharing in fantastic artistic performances."
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