fila

BNP Paribas Pop-up

March 2020

Since its foundation, celebrated Italian brand FILA, has believed that sport is an ever-expanding identity fueled by passion and creativity. From its humble beginnings to its historic 1973 introduction of color and pattern in tennis, FILA has been committed to innovation, performance and style.

As a toast to the brand’s trending popularity, its history, and its annual partnership with the BNP Paribas Open, The Gathery created an immersive brand environment that leveraged FILA’s strategic sponsorship at Indian Wells to educate, entertain, and celebrate the art of tennis with existing fans and new consumers.

The pop-up activation was housed in a sleek and futuristic Alpod filled with social-worthy brand touchpoints and interactions, including a curated selection of items available for purchase that unlocked complimentary product customization. Brand messaging was designed in organically photographable moments to bridge the gap between heritage, fashion and sport creating a must-see destination for tournament-goers.

Services

Brand Strategy and Planning
Creative Direction
Experiential Design
Art Direction
Graphic Design
Custom Fabrication
Event Management and Production