Monday, 14 April 2008

News From Fila

Fila Pops Up in Seven Dials

To celebrate 35 years in sportswear, Fila will be opening a retrospective exhibition and interactive pop up retail shop in the bustling area of Seven Dials, London. Situated on Earlham Street, Fila’s pop up shop opens to the public with a selection of original 70s and 80s framed pieces from their vintage collection alongside a display of the iconic green Matchday jackets customised by celebrity Fila fans including The Enemy, Danny Dyer, Tamer Hassan, Dave Berry, Hard Fi, The View and selected up and coming artists/illustrators. The customised jackets will be auctioned off at the wrap party in aid of children’s sports charity Sparks.

For those who just want to kick back and relax, a PlayStation®3 interactive entertainment area has been created within the store offering a range of the latest games and bespoke Fila features to encourage visitors to become part of the exhibition themselves. The PlayStation 3 experiences will change over each week showcasing different interactive activities such as; visitors will have the opportunity to join in the customisation craze and their re-worked Matchday designs will be shown on the PS3™ photo gallery with the winning design going into production for one lucky fan, visitor Vox Pops will be filmed and shown on the PS3 video gallery as well as a photo wall installation that is designed to display photos of visitors taken and printed off in store – enabling visitors to really leave their mark!

For those who just want to relax Fila’s celebrity fans have provided their top 10 playlists and they’ve been uploaded for easy listening and a break from shopping. The gaming side of the chill out area is not forgotten, with retro greats like Qbert and Mortal Combat as well as new games like NBA Live and Gran Turismo 5 Prologue™. All activities throughout the 4 week period are designed to bring to life the PS3’s extraordinary multi-media functionalities.

The Fila pop up shop is a ‘must see’ for anyone interested in fashion, sport or technology. Both contemporary and archive photography will be shown beside the latest campaign shots with cult actors, Danny Dyer and Tamer Hassan celebrating the brands 35 years in sport. Also on show are signed trainers worn by Danny Dyer and the new Alfa Wimbledon shoe which has been created as part of Fila’s new partnership as the official footwear licensee.

The Fila Pop Up Shop fuses an exhibition and retail concept to achieve a slick shopping experience full of interaction and archive memorabilia. It’s a perfect stop to relax while catching up on some Fila history and seeing the new collection in its own brand environment.


Notes to Editors:
- The pop up shop is located at Unit 2/3 Earlham Street, Thomas Neal Centre, Seven Dials, WC1
- Fila stockist number 01923 475600
- Sparks registered charity number no. 1003825
- More information about PlayStation products can be found at or visit the SCE UK Extranet at
- PLAYSTATION, PlayStation PS3 and Gran Turismo 5 Prologue are trademarks or registered trademarks of Sony Computer Entertainment Inc. All other trademarks are property of their respective owners.

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