the agency
Fila x Sneakerness x Studio Vliering
Brand Activations | Experiential Design
Book your table at the FILA Pizzeria, enjoy a slice of fresh pizza and espresso, snap a Polaroid for the wall of fame, soak in the ambiance, make a wish at the piazza fountain, and most importantly, grab a pair of FILA Wayne sneakers.
Delivered as an Art Director working alongside Studio Vliering.
In collaboration with Sneakerness, FILA launched its first sneaker collaboration at the Sneakerness conference in Amsterdam. Studio Vliering was tasked with designing the booth and activations to showcase FILA's collab, encouraging people to share their experiences and grab a pair before they’re gone.
In collaboration with Sneakerness, FILA launched its first sneaker collaboration at the Sneakerness conference in Amsterdam. Studio Vliering was tasked with designing the booth and activations to showcase FILA's collab, encouraging people to share their experiences and grab a pair before they’re gone.
Book your table at the FILA Pizzeria, enjoy a slice of fresh pizza and espresso, snap a Polaroid for the wall of fame, soak in the ambiance, make a wish at the piazza fountain, and most importantly, grab a pair of FILA Wayne sneakers.
Delivered as an Art Director working alongside Studio Vliering.
Challenge
We set out to create a space that acted as an activation in itself — somewhere people would naturally gather, explore, and snap photos. With a tight budget, the challenge was pushing the production as far as possible while thinking creatively about how to spark curiosity, build buzz, and get people talking.
Activations
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Pre-Event Booking System
A booking system opened ahead of the event to build hype and secure reservations for pizza and espresso.
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Secret Menu
Patrons ordered from the menu — where every pair of sneakers was served with a freshly baked sourdough pizza from the pizzeria, plated on FILA tableware.
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Café & Espresso on the FILA Pizzeria Terrace
Booth visitors could kick back on the terrace with fresh espresso and find respite from the chaos of the conference.
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The Piazza Fountain
Toss a coin into the piazza fountain for a chance to win FILA Wayne merch through a raffle draw.
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FILA Wall of Fame
Inspired by classic hole-in-the-wall restaurants, guests snapped Polaroids that were added to the Pizzeria Wall of Fame, celebrating everyone who stopped by.
