New Territory

FILA is heading into the world of AI for Milan Design Week
By Ella Joyce | Art | 5 April 2023

Milan Design Week is just around the corner and to mark the occasion Fila will be entering the realm of artificial intelligence. After an unexpected collaboration with Haider Ackermann in a Manchester warehouse for the brand’s SS23 menswear show, the sporty Italian house is continuing to tread in unchartered territory.

Instantly recognisable by their iconic logo, Fila is refashioning it’s timeless symbol through the possibilities of technology. Crafted 50 years ago by Enrico Frachey, Pierluigi Rolando and Sergio Privitera, the F-Box logo has remained unchanged ever since. Now transformed into a vector of facts and images, a multi-sensory experience is born as a portal opens up into the brands heritage. Occupying one of the tunnels on via Sammartini, 50 monitors will line the walls to honour half a century of F-Box, each one projecting a combination of artificial intelligence and historical events to document influences across American pop art.

Accompanied by two immersive sound showers, the installation intends to cement the brand’s position in the here and now. Elsewhere, during the days of the Salone, New York based artist Malt Disney will create a live video performance using archival material projected onto the barrel vault.

Regarding the Fila F-Box: The AI Experience will be on display at Salone del Mobile April 18th – 23rd, more info here.

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