FILA
City Of The Future
05.11.2022 - 21.11.2022
Fondazione Fila Museum
The project created for FILA is a digital illustration that represents the city of the future by celebrating
sport, fashion and the successes achieved by the Brand over the years.
The urban landscape is built using the letters that make up the written ALL TOGETHER and FILA in italian words. Analysis of the word ALL (TUTTI):
A basketball game is shaped as the initial letter T. The inverted letter U is the springboard on an Olympic size swimming pool. The T is inserted like a puzzle, while the two final letters T and I are buildings. The white, red and blue FILA shoe model is represented in the background.
The writing FILA is at the center of the composition, there are various characters all around, including
cyclists and runners. In the city the athletes who have made the history of the Brand are represented, such
as Giovanni Soldini, wearing the famous yellow gore-tex tracksuit, and tennis players Adriano Panatta and Evonne Goolagong, playing a match on the tennis court.
Analysis of the word TOGETHER (INSIEME):The letter I is a platform for skateboarding, while the mascot Wonnie is on a bicycle along the N ramp. The S is the track on which the Ducati whizzes.
The I closes the hip of the tennis court, next to
the E in the shape of a small house, while the M opens the scene at the One FILA collection runaway show.
The final letter E in the shape of a cable car that leads to the Everest mountain, celebrates the 111 years of the Brand in Reinhold Messner's iconic 1978 ascent.
The illustration is made up of FILA iconic colors, a visual celebration of the city, which bases its foundations on an important past, a representative story of the innovative spirit of the Brand that continues to evolve and reinvent itself over time.