The Williamsburg pop-up, marking the U.S. Open, honored Fila's first creative director with table tennis, paintable walls and freebies, forgoing sales and focusing on engaging the community

The hottest ticket in Brooklyn last weekend wasn't a warehouse rave or a gallery show, a restaurant opening or a culture festival. No—instead, a free pop-up run by Italian sportswear brand Fila became a humble kind of can't-miss event.

The weekend-long activation took place in Brooklyn's Williamsburg neighborhood, and came complete with table tennis, paintable walls and plenty of freebies. It was a place to hang out with fellow visitors, a breezy space with good design and engaging activities. Fila set up the event as a tribute to Pierluigi Rolando, its original creative director.

Fila

In the front half of the pop-up, displays highlighted his most iconic designs and contributions, culminating in a display of new Rolando-inspired clothes being worn by Fila athletes at the 2019 US Open. At each station, visitors could pick up a free treat, like stickers, paper fans and dog toys. The back half was devoted to ping pong tables and a beer bar, plus free ice cream each morning and early afternoon.

Fila's pop-up had a consistent message and eschewed purchases in favor of making genuine connections. There was nothing for sale at the Williamsburg space—instead, visitors could grab a free drink or bite to eat, play a game of table tennis and learn more about Fila's rich design history.

It was this commitment to community that made the pop-up feel so welcoming, a worthy complement to Fila's US Open presence. With any luck, it'll be back next year, too.

Fila

Fila


Lead image: Fila

The hottest ticket in Brooklyn last weekend wasn't a warehouse rave or a gallery show, a restaurant opening or a culture festival. No—instead, a free pop-up run by Italian sportswear brand Fila became a humble kind of can't-miss event.

The weekend-long activation took place in Brooklyn's Williamsburg neighborhood, and came complete with table tennis, paintable walls and plenty of freebies. It was a place to hang out with fellow visitors, a breezy space with good design and engaging activities. Fila set up the event as a tribute to Pierluigi Rolando, its original creative director.