Hyatt Hotels is partnering with global sportswear company Anta Group, which owns and operates FILA in China, to create the first-ever FILA-branded hotel.
FILA House Shanghai, set to open by 2024, will bring a unique offering to the local hotel scene as part of JdV by Hyatt – the brand’s “joie de vivre” philosophy reflecting FILA’s vision for the hotel.
“Not only will the hotel be a unique expression of FILA’s history, culture, products and fashion trends, but we believe the experience of the young-at-heart JdV by Hyatt brand will be a fitting reflection of FILA’s spirit of vitality,” said FILA China. CEO, Brian Yiu.
The Italian sportswear brand has captured the interest of high-end consumers in China through its fusion of fitness and fashion and through the brand concept live your Elegancewhich consists in combining elegance and vitality.
“We are delighted to be working with Anta Group and FILA China to develop the world’s first FILA House hotel,” said Stephen Ho, President of Growth and Asia Pacific Operations, Hyatt Hotels.
“We look forward to welcoming guests, locals and a new generation of FILA fans with the inclusive, heartfelt and joy-focused service of the JdV by Hyatt brand.”
JdV by Hyatt offers a collection of independent properties, each with a distinct personality while reflecting the urban neighborhood of which they are a part. The Shanghai property should highlight FILA’s free-spirited attitude that appeals to young travelers who want to live in the moment.
Fila House Shanghai will be developed as part of ANTA Group’s new Shanghai headquarters. The complex, which will be located in Shanghai’s West Hongqiao business district, will consist of five freestanding buildings, the head office, stores, food and beverage outlets, and retail space to showcase the latest sportswear.
In recent years, more and more consumer goods brands are venturing into the world of hospitality. Late last year, high-end champagne brand Veuve Clicquot opened a luxury hotel in Byron Bay, while designer brands Armani and Bulgari both operate hotels in Dubai and Milan respectively.