At one time, there were 'designer' hotels such as Armani and Bulgari. More recently, other big names have launched hotel variations such as Fauchon, Maisons du Monde and mk2 in France and Muji in Asia, with hotels in Beijing, Shenzhen and Tokyo. Soon to be added to this list the sportswear brand Fila with plans for a hotel in Shanghai, in partnership with the American Hyatt group. Well-known to tennis fans, Fila was popularised by Bjorn BorgBoris Becker and Monica Seles in their day, and Ashleigh Barty, Karolina Pliskova and Diego Schwartzmann in theirs today.
Originally Italian, this century-old brand came under the South Korean flag in 2007. And since 2009, the Chinese group Anta, which specialises in sportswear, has been managing the brand in its home market, with the ambition of positioning Fila in the high-end segment. Anta intends to extend the "Live Your Elegance" brand concept with a hotel in its own image in Shanghai, both lifestyle and top-of-the-range. A positioning shared in the hotel world by JdV by Hyatt - JdV for 'joie de vivre' - with its urban establishments meeting the expectations of new generations of travellers. Hence the obvious association. " Not only will the hotel be a unique expression of Fila's history, culture, products and fashion trends, but we believe that the JdV by Hyatt experience will be a fitting reflection of the spirit of vitality that our brand conveys." said Brian Yiu, CEO of FILA China.
Expected to open in 2024, the future Fila House hotel will be integrated into the new headquarters that the Anta Group is currently developing. in the West Hongqiao business districtin full development. A complex spread over five buildings housing offices, shops, restaurants and, of course, a hotel showroom for the sportswear brand.
