WELLDONE Co-branded Offline Design

Designed for the FILA x WE11DONE collaboration, this project unites the two brands’ distinct aesthetics within a high-end retail environment. Moving beyond conventional, uninspired display forms, it offers a cohesive, scene-driven experience that seamlessly blends FILA’s classic sportswear elegance with WE11DONE’s avant-garde streetwear identity.

The design is grounded in a minimalist black-and-white palette, establishing a sophisticated atmosphere that complements the store’s existing material language, from textured walls and wood cabinetry to raw bricks. Anchoring the space is a futuristic, arc-shaped black modular installation. This central element integrates styled mannequins, tiered product displays, and co-branded graphics into a unified statement. While accommodating the full product range (including apparel, footwear, and accessories), this design weaves a compelling visual narrative: the clean, streamlined silhouettes reflect FILA’s athletic DNA, and the expressive, graffiti-inspired visuals channel WE11DONE’s high-fashion energy. This visual tension and balance effectively appeal to consumers and amplify the buzz surrounding the collaboration.

Design execution prioritizes sustainability and adaptability. All fixtures are constructed from standardized, modular components using durable, eco-friendly materials. They allow for rapid assembly, disassembly, and relocation for reuse across different stores, with the flexibility to adapt to seasonal theme updates. This approach significantly reduces material waste and remake costs, delivering a truly sustainable, low-carbon retail model with a timeless minimalist aesthetic.