FILA KIDS Diamond Tennis Concept store

The design of the store draws on FILA’s tennis identity and the lively, playful spirit of children. By combining tennis-themed elements with building-block motifs, the retail store successfully creates a safe, fun and fashionable space where children can freely explore, interact, and play, breaking away from the limitations of conventional retail stores.

It merges the dynamic arcs of a tennis ball in motion with the elegant geometric lines of classical Italian architecture to create a children’s space that radiates both athletic energy and artistic sophistication. The color scheme departs from the low-saturation palette typical of children’s spaces, using FILA’s signature red, white, and blue as a base, while innovatively incorporating Italian terracotta orange and tennis court green. A variety of material finishes, including wood-grain surfaces and tiles, not only cater to children’s preference for high-contrast colors but also prevent visual fatigue through material contrast, striking a balance between commercial functionality and artistic expression. At the core of the design are “tennis and building blocks”, with modular props arranged across ceiling, floor, and walls. Paired with an adjustable lighting system, this setup enhances spatial interactivity and flexibility, maximizing display diversity and design sustainability. This design concept has already been implemented in stores in Chengdu and Nanjing.

The store layout is clear and playful. Tennis court lines run across the sales floor to add fun, while the cashier area uses similar line patterns to highlight the brand logo. The fitting rooms follow a “LOCKER ROOM” theme, incorporating tennis-themed stories to make the experience more immersive. Child safety is a top priority: all furniture and island fixtures feature rounded edges to prevent children from getting hurt, creating a safe and worry-free shopping environment.